The One Show
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Category
Brand Partnerships
Annual ID
OS23_OH081M
About the Work
72% of young people abandon sport in their childhood due to a lack of incentive. To encourage children and teenagers to challenge their limits, Rexona - in partnership with Manchester City, the NGOs Instituto Jardim Peri and Love.Fútbol and global specialists in development through sport - launched a revitalization program in Jardim Peri, on the outskirts of Sao Paulo - Brazil, investing in infrastructure and training for young people in the community where the Brazilian football idol Gabriel Jesus grew up. To launch the project, artists were invited to reimagine the graffiti mural of the player with faces of children from the community who benefited from the program.
The project also featured the biggest rap group in the country, Racionais MC’s, who are famous for lyrics that address racism, social inequality and life on the outskirts of the city. Lyrics from the theme song for the campaign A Vida É Desafio (Life is a Challenge), are tattooed on Gabriel Jesus' chest and talk about a boy who dreamed of being a soccer player but gave up in the face of hard times.
2023 Awards
Total Points: 3
Merit
Credits
Agency
Energy BBDO / Sao Paulo
Studio
Usmanu
Production Company
MyMama Entertainment / São Paulo
Music / Sound Production Company
Cosa Nostra / Sao Paulo
Hefty
Art Director
Guilherme Portugal
Thony Fernandes
Renato Pícolo
Copywriter
Luiz Brodo
Creative Director
Romero Cavalcanti
Director
Urso Morto
Ana Valente
Director of Photography
Urso Morto
Executive Creative Director
Alexandre Pagano
Executive Producer
João da Terra
Alex Missaka
Producer
Andre Pinho
Mayra Faour Auad
Gabrielle Auad
Marcelo Piccinini Selingarde
Carla Barros
Renato Alves Duarte
Agency Producer
Celso Groba
Guto Lins
Tais Caetano
Motion Graphics
Guilherme Mourão
Music Producer
Dj Kalfani
Account team
Pedro Führer
Renato Nose
Marcela Parolini
Marina Vizoni
Account Team (MyMama)
Pati Caldas
Silvia Neri
Artists
Edi Rock & Afro X
Brand Partnership
Manchester City
Client Approval
Andreza Graner
juliana Masotti
Collaboration
Love.Fútbol
Instituto Jardim Peri
Movimento Conexão Favela
Color Grading
Lucas Campos
Coordinator of Post Production
Larissa Medeiros
Gleice Licá
Digital Producer
Alex Nascimento
Director of Operations
Beatriz Venceslau
Director of production
Latino Melo
Carlos Eduardo Miranda de Freitas
Director of Production (Music)
Dj Kljay
Graffiti
Cafu
Gilson
Managing director
Daniel Baena
Manchester City
Luke Roberts
Michael Goulbourne
Claudia Borges
Kirsty McLoughlin
Music Rights
Altafonte
Music Supervision
Big Sync Music
Planning
Priscilla Ceruti
José Lucas de Paula
Glaucia Guerra
Mariana Nobis
Maria Elisa de Sá Fernandes
Laura Gomes
Gabriela Moriki
Post production
Fernando Branco (Barra)
Sound engineer
Base
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