The children at Nafas and famous football idols have something very strong in common; they all started on the streets. Street football is extremely common among young Egyptian men, and it resonates with even the biggest stars abroad. That’s why Rexona and Clear used this to communicate their cause. Street football was a way to show the kind of environment these kids grew up in using whatever they had to practice their passion. For others they’re just streets, for our heroes, every corner is a pitch or a playground.

Rexona and Clear decided to not focus on football despite Egypt’s celebrations for their qualification in the world cup, instead they paid attention to the underdog. With a momentous occasion we went where our audience naturally flooded, all football media channels and news portals. We used the Fifa World cup as our vehicle to draw attention from most Egyptians to our cause. The campaign also fit with the brand persona through three pillars:

-Performance: The Nafas national team of street children faced with a very tough situation, were able to nonetheless defy their circumstances and aim for the international stage.

-Movement: Being surrounded by challenges meant they can only persevere through insistence and movement.

-Confidence: They were aiming for the stars and following through on their dreams, their language is bold and proud despite their backgrounds. Rexona and Clear were the confidence enablers for the kids making them shine.