If you want to take a peep into our souls in one of our projects, this is it. This is the kind of project for which Le Cube exists.
Senna is more than a Formula 1 racer; for Brazilians, he is a hero, an icon of overcoming hardship, stubbornness and good character. Sadly to say, he died young, in a race in 1994. But his legacy lives on. Part of this is thanks to the Senna family who opened an NGO called “Instituto Ayrton Senna”; their mission is to help in the education of Brazilian children and keep the image of Ayrton Senna alive.
For the 2016 Olympic Games in Rio de Janeiro, the “Instituto Ayrton Senna”, together with JWT and us (Le Cube), have prepared a beautiful message from Senna to all the Brazilian Olympic athletes, pointing out the importance of winning at home. Ayrton Senna lost eight times before winning the Brazilian GP, and when he did, it was with a lot of effort. Still, he faced it unflinchingly.
Take a look at what is, perhaps, our masterpiece. And, always remember to do your best and put all you have to accomplish what you want, just like Senna.
Early Concepts and Sketches