A living tribute inside the Grand Prix where Senna still unites all ages. Music, art and shared rituals peaked as Lewis Hamilton drove Senna’s 1991 MP4/4, turning emotion back into history.
Consolidate Heineken Village as the must-visit festival within the São Paulo Grand Prix and show that Senna still brings people together. Thirty years after his passing, unite fans of every age, including many who never watched him race, through contemporary experiences that honor his legacy without eclipsing Heineken or the race.
Goals
• Grow attendance and time spent across three days
• Create broadcast-ready and share-worthy moments
• Serve different profiles, from hardcore fans to first timers
• Build emotional affinity through culture and collective acts
• Operate with responsible sustainability standards
Actions after the visit
• Share content, return in future editions and associate Heineken with a premium and inclusive F1 experience
Key takeaway
• Senna is not only remembered, he is still alive today
From shrine to shared experience. The theme ‘Today and Always Uniting Us’ guided every detail, allowing different generations to celebrate together.
Creative pillars
• Hamilton moment. Lewis Hamilton drove the 1991 car before a full circuit. A planned goosebump that connected eras and made the Village the heartbeat of the weekend.
• Live mural. A three-day street art piece portrayed icons from Senna’s story, drawing repeat visits and organic sharing.
• Collective tribute on the grass. Minutes before the race, a giant flag tied to the campaign was opened by the public to the victory theme, creating a unison image made for TV and the stands.
• Immersive installation. The Senna Legacy Arena, with the original 1991 trophy and a celebratory toast, closed each session with emotion.
• Senna Driven music program, photo opportunities with the commemorative helmet, and Player 0.0 simulators completed the journey
Innovation came from integration. Many formats, one story of union.
