All Of Brazil Plays

Objective

Google launched an integrated platform to engage Brazilian audiences during the Rio 2016 Olympics, combining content discovery with interactive games. The campaign served as a multi-brand initiative—Google sold the platform to four major Brazilian brands—positioning it as both a promotional effort and commercial product during the Games.

Solution

The platform delivered a personalized feed of original Rio-themed content with daily videos, a location-based guide map, and 42 custom-designed minigames. Players created customizable athlete characters that appeared both in-game and in programmatic banner advertising across the web, creating a cohesive branded experience. The campaign was fronted by two illustrated mascots, Julia and Zé, embodying contrasting Carioca spirits—she athletic and successful at every competition, he goofy and clumsy in any sport—who appeared across campaign videos, printed ads, and rich media banners. Each minigame reflected its corresponding sport through tailored controls—timing, reaction speed, accuracy, and button-mash mechanics—allowing users to compete on leaderboards and challenge friends across the full suite of sports experiences.

Results

40 million organic impressions and 2.5 million game plays. The campaign won Webby Awards recognition for Display & Banner Campaigns, an El Ojo Bronze award for Interface and Navigation, an Awwwards Honorable Mention, and achieved FWA Site of the Day status.