DUBAI, UAE, July 10, 2014 /PRNewswire/ --
Cine Favela Director Armando Fonseca Brings "Guerreira" by Rising Brazilian Trio Pearls Negras to Life and Captures Spirit of Favelas in Exhuberant Accompanying Short Film
#FUTBOLNOW - Pepsi® today premiered the latest short film off the Pepsi Beats of the Beautiful Game album in partnership with Cine Favela, a Brazilian cultural non-profit organization providing film education and tools to aspiring new young directors from the favelas of Brazil.
Pepsi shines the global spotlight on young, aspiring Brazilian talent with "Guerreira [http://www.youtube.com/watch?v=Zrs_q_Rafc0] (Warrior Woman)." The track, by upcoming female hip-hop trio Pearls Negras from Morro do Vidigal, a Rio de Janeiro community, is seen through the eyes of youthful passion and devotion for the game by Cine Favela director Armando Fonseca.
"We are delighted to participate in this Pepsi project. Relating our music, which has Brazilian roots, with football and cinema alongside well-known celebrities such as Janelle Monáe, Rita Ora and Kelly Rowland is very rewarding," said Jennifer Loiola of Pearls Negras. "We are embracing this opportunity, showing that our music can be recognized worldwide," noted Alice Coelho.
Showcasing the hidden talent and overwhelming passion and creativity that flows from the favelas of Brazil, the partnership between Pepsi and Cine Favela applauds the global impact music, film and sports can have across the globe.
"Brazil's passion for football, music, creativity and life is legendary," said Frank Cooper III, Chief Marketing Officer, Global Consumer Engagement, PepsiCo Global Beverages Group. "Who better to bring to life that passion than Brazil's own young, ambitious and hopeful talent? Through the Pepsi Beats of the Beautiful Game project and Pepsi's partnership with Cine Favela, we are providing an opportunity for some of the most aspiring creatives from the favelas to direct short films that speak to Brazil and the unifying spirit of the game of football."
Since 2003, Cine Favela has been assisting aspiring Brazilian filmmakers by providing tools and film education. Cine Favela students and alumni submitted short films, each with their own interpretation of the "Guerreira" track. Brazilian-born and South by Southwest Award-winning director, Guilherme Marcondes partnered with Pepsi to mentor the participating filmmakers and select one film for inclusion in the Pepsi Beats of the Beautiful Game visual album.
The film follows a young boy through the colorful streets of Brazil. On his journey, he shows the world the early ardor and loyalty for the sport of football - from watching the game with his extended family, painting flags on his street and trading the traditional player stickers to finding a ball and pitch wherever possible, football is life and life is football for this Brazilian boy.
"Pepsi's commitment to young Brazilian filmmakers through the Pepsi Beats of the Beautiful Game program is not only great for our organization, but for Brazilian film overall," said Daniel Gaggini of Cine Favela. "We are excited for the world to see what great young directors like Armando have to offer, especially this authentic look at the passionate culture of the game in our country from even an early age."
Since May 12th, Pepsi has premiered a new track and corresponding short film each week, with "Guerreira" the latest in the series. As the largest music, film and football collaboration in the brand's history, Pepsi Beats of the Beautiful Game audibly and visually captures the vibrant sights, sounds and stories that unite fans with the game of football. The album is part of the integrated 2014 Pepsi football campaign, bringing fans closer to the game they love. The complete 11-track album featuring songs from artists around the world is available internationally on iTunes and distributed by Caroline.
Janelle Monáe, "Heroes," with film by The Young Astronauts
Don Omar, "Pura Vida," with film by Jessy Terrero
Rita Ora, "I Will Never Let You Down (Switch Remix)," with film by Diego Luna
R3hab feat. Eva Simons, "Unstoppable," with film by Idris Elba
Jetta, "Crescendo," with film by Idrani
Kelly Rowland, "The Game," with film by Spike Lee
Santigold, "Kicking Down Doors"
Timbaland starring Rachel Assil, "Whoever We Are," with film by The Kolton Brothers
Pearls Negras, "Guerreira," with film by Cine Favela director Armando Fonseca
Jolin Tsai, "Now is the Time"
Hassan el Shafei, "Ahlam Men Gedial"
For more information on Pepsi Beats of the Beautiful Game visit http://www.pepsi.com/thegame and follow the conversation online with #FutbolNow.
NOTE TO EDITORS:
PepsiCo is a global food and beverage leader with net revenues of more than $65 billion and a product portfolio that includes 22 brands that generate more than $1 billion each in annual retail sales. Our main businesses - Quaker, Tropicana, Gatorade, Frito-Lay and Pepsi-Cola - make hundreds of enjoyable foods and beverages that are loved throughout the world. PepsiCo's people are united by our unique commitment to sustainable growth by investing in a healthier future for people and our planet, which we believe also means a more successful future for PepsiCo. We call this commitment Performance with Purpose: PepsiCo's promise to provide a wide range of foods and beverages from treats to healthy eats; to find innovative ways to minimize our impact on the environment by conserving energy and water and reducing packaging volume; to provide a great workplace for our associates; and to respect, support and invest in the local communities where we operate. For more information, please visit http://www.pepsico.com.
About Cine Favela
In 2003, a group of residents of the Heliópolis favela community got together to promote cultural inclusion through theater and film to underserved youths from the São Paulo outskirts. In 2004, the group founded the ACAHS (Associação Cultural Artística de Heliópolis e Sacomã), now known as the ASSOCIAÇÃO CULTURAL ARTÍSTICA CINE FAVELA (Cine Favela Cultural Artistic Association).
So being, CINE FAVELA, the first movie theater founded in a favela community in the world was born, lending it name to the sociocultural project. Since its founding, CINE FAVELA has fostered the FESTIVAL CINE FAVELA DE CINEMA, which in 2014, reached its 9th consecutive edition. The event has gathered more than 20,000 people from all over Brazil, directly benefiting more than 350 youths with workshop activities and showing more than 450 Brazilian and international films produced by cultural associations, NGOs, artist collectives, social projects and independent producers - making it the BIGGEST 'PERIPHERAL' FILM FESTIVAL IN THE WORLD.
ABOUT PEARLS NEGRAS
The Pearls Negras arose within the walls of the theater project, "Nós do Morro" (Us from the Hill), a Social Project from the Morro do Vidigal in Rio de Janeiro. The rapper and actress Jeckie Brown had the idea to teach rhyming and rap and invited the members of the group, who were already in the theater space. Alice and Mariana were enchanted by the sound of rap and became interested in the beat, creating the Pearls Negras. It was through the record label Bolabo Records that they released, last December, the mix "Biggie Apple" with seven tracks. The songs were produced by David Alexander, but the rhymes' authorship is the girls.