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20 June 2018

Mural, mural on the wall.

by Andrew MacGregor

Adidas: “Gabriel Jesus” - 90s

While Brazil's main man Neymar is no longer tasked with solving world hunger, Adidas instead tap his international teammate Gabriel Jesus for this engaging profile. While the Manchester City youngster recalls his impoverished yet colourful upbringing, viewers are given a street-level tour of São Paulo's Jardim Peri favela - now home to one of the city's standout artworks.

The brand's ‘Here to Create' campaign has already produced flashy results in recent times, but this piece opts for a more grounded tone. Despite the favela's oppressive atmosphere, Jesus believes it only encourages self-expression - be it with a football or with a roller and paint. A World Cup victory should guarantee him another mural, too.

Creative Agency: Iris London Ⓟ Ⓦ
Creative Director: Rachid Ahouiyek
Creative: Matt Wood / Tom Loveless
Managing Partner: Henry Scotland
Group Acc Director: Ben Buchanan
Agency Producer: Michael Hanney
Sound Designer: Gary Turnbull Ⓦ / Munzie Thind Ⓦ @ Grand Central Ⓟ Ⓦ

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