In 2019, Heineken Brasil launched #ObrigadoSenna to celebrate 25 years of Ayrton Senna’s legacy and give its Formula 1 sponsorship a deeper cultural meaning in Brazil. Instead of focusing only on the race, the campaign connected the brand to a national icon who had helped make Formula 1 part of Brazilian popular culture.

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At the center of the campaign was the film “Obrigado,” built around one of Senna’s most iconic gestures: carrying the Brazilian flag after his victories. The creative idea explored the flag as a symbol that could carry different meanings, but that, in Senna’s hands, became something shared by everyone — a powerful message of unity, pride, and collective identity.

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The campaign expanded beyond film into social media, OOH, digital content, experiential activations, and Formula 1 events. Through #ObrigadoSenna, Heineken also connected audience participation with social impact, supporting the Instituto Ayrton Senna, while live experiences such as the Senna Tribute and the return of the legendary McLaren MP4/4 helped bring his legacy to a new generation.

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Strategically, the project showed how a global sponsorship can become far more relevant through a strong local cultural insight. #ObrigadoSenna transformed Formula 1 from a media property into an emotional brand platform, connecting Heineken with memory, culture, entertainment, and one of Brazil’s most powerful shared symbols.