Nordic-Light-Jun2014-Aug2014

Aluminum highlighted
in FIFA World Cup video
Players from a social project of Hydro in Pará participated in the
shooting of the video clip of the hit “Olé”, part of the official
FIFA album for the 2014 World Cup.
On May 1-2, 2014, the people living in the Dona Marta
community in Rio de Janeiro, a community that has received
global celebrities such as Madonna and Michael Jackson,
stopped to see a 17-year-old Norwegian singer with a name that may be
easily compared with another great artist: Adelén.
Famous in Norway, Spain, Switzerland and many other European
countries, she chose Rio de Janeiro as the venue for the promotional
music video of the song “Olé”, part of the official soundtrack of the
2014 FIFA World Cup. The music video is directed by one of the greatest
experts in the area, Ray Kay, who has worked with artists like Lady Gaga,
Beyoncé, Cher, Justin Bieber and Britney Spears.
From Barcarena to Rio
During the video shooting in Rio de Janeiro, Adelén showed intimacy
not only with the community, but also with the ball, as she played football
with some of the players who participated in the video. One of them has
the name of a celebrity: Mel Gibson is 17 years old and travelled a long
way to appear in the video with Adelén.
“I am very happy with this opportunity of acting with her and with
everything I’m experiencing,” he said. Mel, as people call him, came all
the way from Barcarena, in the state of Pará. He and seven other players
from the team Alunorte Rain Forest, a part of the Hydro social project
“Bola pra Frente, Educação pra Gente” were invited to join the party. In
one of the scenes where he appears, Mel interacted with the singer by
playing with a can of the project “Infinite Aluminium”, created to make
the population aware
of the importance of
recycling.
“The Alunorte Rain
Forest team is quite well
known in Oslo, where
they have participated
in the Norway Cup in
July every year. With this
exposure, we intend to
overcome new barriers
and gain even more
recognition. Other cities
or countries might
find inspiration in the
Mel Gibson and Adelén
program,” says the team coach, Alberto Muller,
who followed the kids during the recording of the
video clip.
The official album of the 2014 World Cup also
includes great international artists like Jennifer
Lopez, Shakira, Ricky Martin and Carlos Santana,
and national artists, such as Cláudia Leitte,
Alexandre Pires, Carlinhos Brown and Arlindo Cruz.
Infinite Aluminium
The project “Infinite Aluminium” was launched
by Hydro in 2013, with the purpose of stimulating
the population’s awareness of recycling and also
informing them about the importance of aluminum
for a more viable future for this and for future
generations. Hydro has defined it as a mission to
contribute to creating a more viable society through
the rational use of natural resources.
One of the main actions of the project is
the distribution of cans with mango juice and
informative flyers about the properties of the
metal. The distribution of cans creates a closer
relation between the company, its product and the
community and increases the understanding and
participation of society in relation to aluminum
recycling.
“The fact that our society is not totally involved
with recycling yet gives us the opportunity of
bringing awareness of this important practice,
which also generates income for the groups of
collectors. The implementation of a project of this
caliber in Brazil, a country that is record breaker in
the recycling of cans since 2001, is essential,” says
Andreia Reis, head of Institutional Relations and
Communications at Hydro.
40 JUNE - AUGUST 2014