O Legado do S (Portuguese for “The Legacy of the S”) is a commemorative project launched by Audi do Brasil in 2024 to honor Ayrton Senna, the three-time Formula 1 World Champion who designed the “S do Senna” sequence of curves at the Interlagos Circuit in São Paulo. The initiative marks 30 years of Audi’s presence in Brazil and its historical connection to Senna, who helped introduce the brand to the country in the early 1990s.
The project uses geolocation, data analysis, and artificial intelligence to identify and map Brazilian roads that resemble the geometry of the original S do Senna. Confirmed sites receive on-site signage and a plaque.
OVERVIEW
Audi do Brasil announces the project on September 24, 2024, alongside a short documentary, O Legado do S, produced with Warner Bros. Discovery and Sweet Filmes. The campaign is created by iD\TBWA, with technology by Bolha, whose algorithm compares candidate road sections to the Interlagos S using layout, length, angle, and travel direction. Stretches exceeding 80% similarity qualify for official recognition.
CONFIRMED LOCATIONS
- Interlagos Circuit, São Paulo (original)
Created: 1989 (during circuit modernization)
Status: Original S do Senna
Description: The opening sequence at Autódromo José Carlos Pace, designed by Ayrton Senna. Known for its technical rhythm, elevation change, and precision demands. - Urubici, Santa Catarina
Inaugurated: September 2024
Road: SC-110 highway
Similarity to Interlagos curve: reported above 80%
Description: First “S” recognized outside Interlagos, with a nearby viewpoint over the Serra Catarinense. - Ribeirão Pires, São Paulo
Inaugurated: October 29, 2024
Road: Estrada Vereadora Mercedes D’Orto
Similarity to Interlagos curve: approximately 92%
Description: Rural route in the ABC Paulista region, frequented by cyclists and hikers, with waterfalls and trails that support ecotourism. - Baependi, Minas Gerais
Inaugurated: March 21, 2025 (Senna’s 65th birthday)
Road: Rua Felix dos Santos, Bairro Lavrinha
Similarity to Interlagos curve: 82.62%
Description: Third recognized site outside the circuit added after Ribeirão Pires, connecting Senna’s three F1 titles with Audi’s three decades in Brazil through the project narrative.
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DOCUMENTARY
Title: O Legado do S
Producers: Warner Bros. Discovery and Sweet Filmes
Language: Portuguese
Synopsis: Explores the origins of the S do Senna, Senna’s relationship with Audi, and the nationwide search for similar curves, with commentary from figures including Reginaldo Leme, Christian Fittipaldi, and Leonardo Senna.
LEGACY
O Legado do S is positioned as a cultural and brand initiative linking motorsport heritage with public roads. Audi do Brasil indicates further phases will continue mapping additional curves across the country.
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