To celebrate 30 years of Ayrton Senna’s legacy, Brazil’s most beloved soft drink, Guaraná Antarctica, transformed his most iconic symbol—the racing helmet—into a bone-conduction audio experience. Visitors could lean their head on the helmet and privately hear Senna’s own words of determination and love for Brazil. The result is an intimate encounter with a national hero: no headphones, no screens—just you and Senna, through sound that travels through the bones. A Brazilian brand tribute that blends culture, innovation, and emotions that travels by bone. A Brazilian brand tribute that merges culture, innovation and emotion.