Canadian Men’s underwear brand “Garcon Model” shows its support for The 2014 FIFA World Cup and introduces a new campaign with a partnership “NGO Grupo Ruas e Praças”. The campaign aims to help homeless children and youth who are are the victims of violence, drugs, gang activity, and prostitution in the city of Recife in East Brazil. In order to support this project, Garcon Model is re-releasing the top selling Brazil Trunks and remodeling its with Brazil Flag.
They are donating the entire profit that they make from Brazil trunks for this fundraising campaign. The campaign launched with an advertising campaign, BBH London with Nicholas Jayr. Since the campaign picked up very well, the advertising agency decided to make a short promotional video collaborating with a filmmaker and photographer, Klaus Thymann. The campaign titled as #TemVidaNasRuas which means “Life In The Streets” in portuguese.
The short-film introduces the heartbreaking life of youth in the streets. It demonstrates that no matter how difficult the conditions are, goals are still possible to reach. Each child and teen in the video briefly talks about their own storyline and how difficult the conditions are. However, with all these struggles still deep in their heart, they show that they still have hope. They believe that one day they will make it to mainstream and they will have a chance to help out children and teens like them.
“We want guys to show their support for Brazil and enjoy the World Cup but at the same time raise funds and awareness to help educate and inspire the youth, to keep them safe and engaged with society,” says Co-founder of Garcon Model, Mehdi Mebarki. Check out the heartbreaking, yet inspiring video below.