Rexona, Gabriel Jesus Team For Campaign To Break Barriers
- by Fern Siegel , June 7, 2022
Rexona's Breaking Limits Project, focused in the Jardim Peri neighborhood of Sao Paulo, Brazil, uses Manchester United soccer star Gabriel Jesus as inspiration.
Born and raised in the community, Gabriel Jesus’ life was transformed
thanks to sports. Moved by his story, Rexona, a Unilever antiperspirant brand that believes physical movement can transform lives, decided to support other youngsters from the poor community.
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 via movement through sport and dance.
Produced by the Energy BBDO agency, the spot "Peri Beyond the Limits"encourages kids to pursue a better future. The music is the Racionals MC song “A vida é
desafio” ("Life is a challenge.")
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One way is to replace the face of Gabriel Jesus on graffiti murals with young kids from the Peri community as a way of inspiring them to challenge their limits.
"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.
