UNICEF
ROLE: EXECUTIVE CREATIVE DIRECTOR

Ratinho's show was a Brazilian entertainment phenomenon, reaching 5 million daily viewers and captivating audiences of all ages. Even before sustainability became a mainstream concern, he highlighted the importance of water conservation. And the most legendary moment was "bath time," where he used a song to teach personal hygiene and how to shower properly.

A 90's TV icon returns to raise awareness about water scarcity in Brazil.

The insight

For over 70 years, UNICEF Brazil has been dedicated to providing children and teenagers with dignity and better lives, including access to clean water. In 2024, their work reached over 250,000 people. Despite this progress, the urgency remains: over 12 million children in Brazil still lack access to water in their homes. To highlight this crisis, Ratinho has been brought back - but this time, he faces a shocking reality: even his famous "bath time" is now threatened by water scarcity.

Donation Gamification

We asked people to help Ratinho get his water back and bring clean water to thousands of children across Brazil. The more people donated, the faster we could deliver this essential resource to those who needed it most. Upon reaching our donation goal, we unlocked an exclusive, never-before-seen piece of content featuring Ratinho. This playful celebration of water's arrival in his home created a second PR wave and a new chapter for this pop culture icon's legacy.

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