Photographer's Note

This picture has been taken during a junior football match (soccer). Very poor boys, coming from very poor families. On that case, this (orange) team is in fact sponsored by SUPERGASBRAS, a national gas supplier. A joint venture with TERRA ATIVA, a brillant Non-Governmental Organization (NGO), that takes care of teenagers, trying to give them enough skills to survive in a tough city, a tough society, a tough life (really tough if you are 11 or so, and coming from where they come from). Most of them have no school and must work to make a living and sometimes to help their parents. So my question is: WHY did this boy shaved Nike in his head? what comes to his mind to do it? or is "JUST DO IT"? Football is so important to kids not only in Brazil, but specially in Brazil.

The dream of becoming a "phenomenon" as their (Nike sponsored) idols such Ronaldo, is really strong and true to all. Nike doesn't do anything to this particular team of very poor children, nevertheless, his head is labelled with it. What sort of power and influence Marketing really have, and how far can it go? I've worked in advertising as creative, for 14 years, and sometimes it scares me, what we are capable of. It reminds me of Frankeinsten story. It all starts with good intentions...

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Additional Photos by Bruno Camolez (kmolz) Gold Star Critiquer/Gold Star Workshop Editor/Gold Note Writer [C: 269 W: 55 N: 220] (997)
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