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Brazilian Football Player Gabriel Jesus Explores Challenge in Rexona's Latest Campaign

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Inspired by the story of Gabriel Jesus, Energy BBDO launches social project in the neighbourhood where he grew up encouraging more youngsters to overcome their challenges

Brazilian Football Player Gabriel Jesus Explores Challenge in Rexona's Latest Campaign

To announce the launch of Rexona's Breaking Limits Project in the Jardim Peri neighborhood, the various Gabriel Jesus graffiti murals have been altered with his face being replaced by those of young kids from the Peri community as a way of inspiring them to challenge their limits just like Gabriel. The player and the children star in the brand film about the project, to the sound of the “A vida é desafio” (Life is a challenge) song by Racionais MC’s — where the phrase: "I’ve always been a dreamer, that's what’s kept me going. As a kid, my dream was to be a soccer player, just watch me", comes from, and which the athlete has tattooed on his chest. The band is one of the biggest rap groups in Brazil, known for songs that address themes such as racism, social inequality and life on the outskirts of São Paulo. 

Born and raised in the Jardim Peri community in the North of Sao Paulo, Gabriel Jesus’ life has been totally transformed thanks to the opportunities he's had through sports. Inspired by the player's trajectory. Rexona, a brand that believes that physical movement has the power to transform lives, decided to support other youngsters from the community, so they too can reach their full potential. In partnership with the Jardim Peri Institute and Love.Fútbol, the Rexona Breaking Limits project will promote structural improvements and community empowerment projects dedicated to youth development through movement.

"We are all well aware of the barriers that exist for those on the outskirts of the city and know how important it is to help these kids believe that it is possible to have a better life and get ahead. In these communities, sport has always been about so much more than leisure, it is a space for the formation of a collective spirit that governs the broken," comments Edi Rock from Racionais MC’s.

Created by Energy BBDO, the film, Peri Beyond the Limits sensitively shows the player’s trajectory to inspire and encourage kids in the community.

"I was born and raised in Jardim do Peri, I experienced all the difficulties that most of these children go through. I had to break lots of barriers to achieve my dreams, and now, together with Rexona, being able to help kids transform their lives through sport and movement is incredible and exciting," says Gabriel Jesus.

“Gabriel's journey is an inspiration to many young people, he is living proof that movement can transform people's lives. With the arrival of the project in Jardim Peri, we are making a positive impact on the lives of many young people at a key stage of their development. This way, we can help form a generation that is more aware and strengthened by confidence. The idea is that, through the program, more young people from Jardim Peri and from all over Brazil, will have more options to move around, make positive choices, find more opportunities, and as a result of this, have a better quality of life," explains Andreza Graner, Rexona's brand manager.

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Agency: Energy BBDO

Advertiser: Rexona – Unilever

Project: Peri Beyond the Limits

Managing Director: Daniel Baena

Executive Creative Director: Alexandre Pagano

Creative Director: Romero Cavalcanti

Copywriter: Luiz Brodo

Art Directors: Guilherme Portugal, Thony Fernandes, and Renato Pícolo

Planning: Priscilla Ceruti, José Lucas de Paula, Glaucia Guerra, Mariana Nobis, Maria Elisa de Sá Fernandes, Laura Gomes, and Gabriela Moriki

Account Management: Pedro Führer, Renato Nose, Marcela Parolini, and Marina Vizoni

Director of Operations: Beatriz Venceslau

Digital Producer: Alex Nascimento

RTV: Celso Groba, Guto Lins, and Taís Caetano

Production house: MyMama Entertainment

Director: Urso Morto

2nd Unit Director: Ana Valente

Producers: André Pinho, Mayra Faour Auad, and Gabrielle Auad

Executive Producers: João da Terra, Alex Missaka

Director of Coordination: João da Terra

Coordination Assistant: Juliana Sena

Liaison: Silvia Neri

Client Services Director: Pati Caldas

DoP: Urso Morto

1st Asst. Camera: Jorge Dayeh

2nd Asst. Camera: Tadeu Bastos Sampaio

Drone Operator: Tadeu Bastos Sampaio

Steadycam: Ariel Schvartzman

Loggers: Ricardo Carpin , Lais Teixeira Santos

Video Assist: Lais Teixeira Santos

Master Electrician: Rodolfo Melo

Best Boy: Rodrigo Augusto de Melo

Production Manager: Latino Melo

Production Manager (2nd daily): 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

Sound: Denis Braggion Melito

Research: Julia Pellizzer

Post-Production Coordinators: Larissa Medeiros, Gleice Licá

Post-Production: Gleice Licá

Editing: Urso Morto, Lucas Piloto

MyMama Post-Production: Fernando Branco (Barra)

Color Grading: Lucas Campos

Motion Graphics: Guilherme Mourão

Musical Supervision: Big Sync Music

Production: Cosa Nostra

Production Director: DJ KLJAY - @kljaydeejay

Artists: EDI ROCK & AFRO X

Sound Engineer: BASE - @basemcbeat

Musical Production: DJ KALFANI - @djkalfani

Publisher: Altafonte

Mix and Post: HEFTY

Graffiti: Cafu and Gilson from Estudio USMANU and esbomgaroto

Collaboration: Love.Fútbol, Instituto Jardim Peri, and Movimento Conexão Favela

Client Approval: Andreza Graner and Juliana Masotti

Genres: Storytelling

Categories: Beauty & Health, Deodorant

Energy BBDO, Fri, 03 Jun 2022 07:00:36 GMT