Dirt is Good - Pelada

In this campaign, Dirt is Good wants to stand for the preservation of "peladas", Brazilian street football grounds threatened by developments. They honour these iconic sites by hosting inauguration events with legendary players, marking each pelada as a historical landmark. Advocacy efforts include petitions and seeking UNESCO recognition to safeguard these grounds, emphasizing their cultural and sporting significance. Through visibility and partnerships, Unilever aims to inspire future generations to value and cherish the essence of these "dirty" pitches, where dreams are born and the spirit of football thrives.