UNICEF ✺  2024
✎ VML BRASIL

Where's Ratinho's Water?

A charming rat, a classic bath, and an urgent cause.

In the Where is Ratinho’s Water? campaign, UNICEF brought back the beloved Ratinho from the iconic Brazilian show Castelo Rá-Tim-Bum to rally public support for clean water access for thousands of children in Brazil.

In the first phase, Ratinho was on a quest — not just for his famous bath, but to raise donations that could bring water to those who need it most. The phrase “every donation is a drop” set the tone, blending nostalgia with solidarity.

Teaser:

In the second phase, with the donations received, the long-awaited bath finally happened — in a fun, musical video. Ratinho finally enjoyed his bath, but more importantly, water reached the thousands of children impacted by the campaign.

Music Video:

Case Study: