A highly differentiated promo action that aroused the interest and curiosity of live audiences and television viewers alike. That's how we can gauge the tailor-made project developed for Glaxo SmithKline Laboratories at the 2007 Pan American Games in Rio de Janeiro.
The key element was to pick out a number of renowned Brazilian athletes and potential medal-winners at the Pan Am Games to use Glaxo's latest product release: Breathe Right Nasal Strips, "Respire Melhor," to make breathing easier.
The results far surpassed our best expectations. Gold Medal for the Women's Beach Volleyball team of Larissa and Juliana, for the Men's Volleyball with players Andre Nascimento, Andre Heller, and Escadinha, for Maurren Maggi's Long Jump, as well as Jadel Gregorio's Triple Jump, and for the Brazilian three-time Pan American Gold Medal winners in the Men's 4x100m Relay Race.
Other medal winners amongst our selected athletes: In the Triathlon, Juraci Moreira won the Silver Medal; In the Marathon, Marcia Narloch and Sirlene Pinheiro won Silver and Bronze Medals, respectively; and Marilson dos Santos won the 5000 Metres race Bronze.
The outstanding media return attested the success of the action, with photos of athletes using the product in competition illustrating the sports sections of all Brazilian print vehicles.
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