Born and raised in the Jardim Peri community, in the north of São Paulo, the player Gabriel Jesus had the course of his life completely transformed thanks to the opportunities obtained through sport. Inspired by the player’s trajectory, Rexona, Gabriel’s global partner and who believes that physical movement has the power to transform lives, will inspire and support other young people in the community to believe in their potential through the Rexona Quebrando Barreiras Project.
In partnership with Instituto Jd. Peri and Lov.Futbol, the brand will promote structural improvements in the community and start a program dedicated to the development of young people through the movement, training teachers, technicians and local leaders to work with them.
To announce the project’s arrival in the community, the player’s already traditional graffiti had their faces replaced by those of Peri’s children, a way to inspire them to also challenge their limits like Gabriel himself. In addition, the player stars in the brand’s film together with young people, which has a special soundtrack: the song “Life is a challenge” – from which the phrase “I’ve always been a dreamer, that’s what keeps me alive. When I was a kid, my dream was to be a football player, see“, which the player has tattooed on his chest — from Racionais MC’s, one of the biggest national rap groups, known for their songs that address themes such as prejudice, social inequality and the reality on the outskirts of São Paulo.
“We know well all the barriers that exist for those from the periphery and we know how important it is to help these kids to believe that it is possible to have a better life and move forward. Sport has always been for the periphery much more than leisure, it is a space for the formation of the collective spirit that governs the broken.” comments Edi Rock, from Racionais MC’s.
Produced by the agencyEnergy BBDOthe film sensitively shows the trajectory of the player, who is one of the brand’s great partners, to inspire and encourage young people in the community to believe that the opportunity for change is in the present.
“I was born and raised in Jardim do Peri, I went through all the difficulties that most of these children also go through. I had to break many barriers to achieve my dream and now, together with Rexona, being able to help kids transform their lives through sport and movement is incredible and exciting”, comments player Gabriel Jesus.
The projectRexona Breaking Barriers hasthe objective is to support children and adolescents, especially those who face the greatest barriers to being active — such as young people from the periphery — and it is divided into two strategic pillars of action. The first is a robust training program designed for mentors and teachers to provide them with the tools they need to continue inspiring their communities to keep moving; and the second is focused on partnerships with NGOs that promote social inclusion through physical movement, such as sport and dance.
“Gabriel’s journey is an inspiration to many young people, he is living proof that the movement can transform people’s lives. With the arrival of the project at Jd.Peri, we are positively impacting the lives of many young people at a time of development. In this way, we will help form a generation that is more aware and strengthened by trust. The idea is that young people from Jd.Peri and from all over Brazil, through the program, have more options to move around, make positive choices, find more opportunities and, in the face of all this, have a better quality of life”, explains Andreza Graner, Rexona brand manager.
Joining the likes of Dove, Seda and other top Unilever brands, the program reinforces Unilever’s Beauty & Personal Care category’s newly announced commitment to improving health and well-being and promoting equity and inclusion, reaching 1 billion people per year by 2030. With an initial launch in Brazil, the United States and the United Kingdom, the ambition is to extend the program to other markets in 2022.
Datasheet
Agency: Energy BBDO
Advertiser: Rexona – Unilever
Project: Peri Beyond the Limits
Managing Director: Daniel Baena
Executive Creative Director: Alexandre Pagano
Creation director: Romero Cavalcanti
Editor: Luiz Brodo
art directors: Guilherme Portugal, Thony Fernandes and Renato Pícolo
Planning: Priscilla Ceruti, Jose Lucas de Paula, Glaucia War, Mariana Nobis, Maria Elisa de Sa Fernandes, Laura Gomes and Gabriela Moriki
Attendance: Pedro Führer, Renato Nose, Marcela Parolini and Marina Vizoni
Operations Director: Beatriz Venceslau
Digital Producer: Alex Nascimento
RTV: Celso Groba, Guto Lins and Taís Caetano
Image Producer: MyMama Entertainment
Direction: Dead Bear
Director 2nd Unit: Anne Valente
Producers: André Pinho, Mayra Faour Auad and Gabrielle Auad
Executive producer: Earth John, Alex Missaka
Coordinating Director: john da terra
Coordinating Assistant: juliana sena
Attendance: Silvia Neri
Service Director: Pati Caldas
Director of photography: Dead Bear
1st Camera Ass: Jorge Dayeh |
2nd Camera Ass: Tadeu Bastos Sampaio
Drone Operator: Tadeu Bastos Sampaio
Steadycam: Ariel Schvartzman
Logger: Ricardo Carpin, Lais Teixeira Santos
Video Assist: Lais Teixeira Santos
Head of Electrical: Rodolfo Melo
Machinery Chief: Rodrigo Augusto de Melo
Production Direction: Latin Melo
Production Director (2nd day): Carlos Eduardo Miranda de Freitas
Producers: Marcelo Piccinini Selingarde, Carla Barros
Local Producer: Renato Alves Duarte
Production Assistants: Nicolly Gabriela Sena de Assis, Gabriel Eustaquio
Production Interns: Lucas Alonso Moreno, Carlos Joshua Almeida Nascimento
1st Assistant Director: Alexandre Casagrande
Direct Sound: Denis Braggion Melito
Search: Julia Pellizzer
coordinate Post-Production: Larissa Medeiros, Gleice Licá
Finishing: Gleice Licá
Assembler: Dead Bear, Lucas Piloto
MyMama Post Production: Fernando Branco (Barra)
Color Grading: Lucas Campos
Motion Graphics: Guilherme Mourão
Music Supervision: Big Sync Music
Producer: Cosa Nostra
Production Direction: DJ KLJAY – @kljaydeejay
Artists: EDI ROCK & AFRO X
Sound engineer: BASE – @basemcbeat
Musical production: DJ KALFANI – @djkalfani
Publishing company: Altafonte
Mixing and Finishing: HEFTY
Graffiti: Cafu and Gilson from Estudio USMANU and esbomgaroto
Collaboration: Love.Fútbol, Instituto Jardim Peri and Movimento Connection Favela
Customer approval:Andreza Graner and Juliana Masotti
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