MC 20 Liters and his video were the most watched music video on Youtube and the third most seen in the general category. It was shared spontaneously by the most visited humor blog in Brazil. The matter then was published in Epoca Magazine, one of the largest publications in the country, and was also copied by one of the greatest talk shows of TV. The video was spread on social networks, MC 20 liters was sought for concerts and the single was taken by a hundred of websites to be downloaded. MC 20 Liters inspired a jeweler to put mineral water in a vitrine and a radio from Sao Paulo raffling water. After 3 days, Unimed Goiania revealed the true objective: show that wasting water is as absurd as the music video itself. And the most important achievement: raising awareness of water use. This is how an ostentation funk turned awareness funk.

First we collect all the news about the water crisis in Brazil. We looked for the theme all around the country, through newspapers, websites, specialized blogs, social networks and broadcast. Then, we choose the most important information about the crisis and ranked the key words about it. The second step was to understand which target was able to carry out the preservation message and how could we talk with it. We found out that our primary target was the young people, then we searched for the most relevant things to young people. After read behavior reports, google trends and the most seen videos in Youtube, we discovered a very particular music style in Brazil, the ostentation funk. So we mixed both, lack of water and funk ostentation beat to create a new character, the MC 20 liters. The objective was to show that without conscious consumption the water soon would become a funk theme item.