Rexona Unilever

Peri Beyond the Limits

Agency: Energy BBDO


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. Link

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.

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

This professional campaign titled 'Peri Beyond the Limits' was published in Brazil in June, 2022. It was created for the brands: Rexona and Unilever, by ad agency: Energy BBDO. This Integrated medium campaign is related to the Household Products and Public Interest industries and contains 1 media asset. It was submitted over 1 year ago.


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


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