| Philosophy | Brazilians kids see soccer fields anywhere. But for most of them, other sports seem expensive or distant. Even with the upcoming arrival of sports events in Rio, poor children only get in touch with other sports inside schools, while in physical classes. That’s why in Favelas, where empty spaces are rare, remaining spots soon become improvised soccer fields.Coral Paints, an AkzoNoble’s popular brand in Brazil, saw an opportunity to show how its portfolio could engage low-income families in the mood for the events. The brand even has an office in Favela Dona Marta, an iconic slum in Rio de Janeiro. We had to make something local that could be replicated and engage many other children. |