Bronze at Cannes for our member Rogerio Martins with the "Mind-changer Workout"

Rogerio Martins, Creative Director at Ogilvy Brasil and a member of The Bridge, walked away with the highly desirable accolade after an extremely competitive round with some of the best creative talents in the ad world.

The video by advertising agency Ogilvy Brazil shows a social experiment in which Paralympic athletes amaze gym-goers with their physical abilities.

A year away from the Rio 2016 Paralympics, 90% of the Brazilians declared NO interest in it.

They saw it as a less professional and less thrilling competition.

To change that, Ogilvy sent 3 Paralympic athletes to train anonymously in regular gyms.

Hidden cameras captured people’s reactions. At first, despise looks and disbelief. But when the Para-athletes started working out, everything was different.

Watch the video which went viral immediately after it was launched and completely changed people’s perceptions about the Paralympics, currently it has over 1.7 Million views.

Check it out here: Cannes Lions 2016 / PR / Bronze / Rio 2016

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