Unimed Goiania is a health plan brand known for their actions that encourage and preserve the quality of life. Therefore, given the biggest water crisis in the history of Brazil, the brand could not sit still. Action was needed to help preserve the main resource of the planet and the human body.

We chose YouTube as a platform.

The idea was to show how absurd it was to spend water.

We decided to create a new MC and his single, inspired by ostentation funk, an extremely popular rhythm in Brazil, recognized by exalting luxury goods.

And there is nothing more luxurious than water at this time.

We recorded the music video with the artist sporting water in gallons, bottles, baths and even a giant shower. And then posted it on YouTube.

All with less than $ 5,000.

We created a personal profile page of the new MC on Facebook and his channel on Youtube. Then we posted his single in first hand, like the MCs of ostentation funk do it in our country. The video was spontaneously shared on social networks and the secret was kept for three days and. After this time, we revealed the real intention: show that wasting water is as absurd as the music video itself. One important detail: all the water used in the music video recording was reused in the garden of the production company.

MC 20 liters and his video were the most watched music video on Youtube and the third most seen in the general category.

Was shared spontaneously by the most visited humor blog in Brazil.

The matter then was published in Epoca, 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.