RATINHO’S COME BACK
UNICEF | WHERE IS RATINHO’S WATER
DIRECTOR & CREATIVE TECHNOLOGIST | studio by rise | vml
“Castle Rá-Tim-Bum” was a beloved Brazilian children's TV show from the 1990s, known for its imaginative setting and strong educational content. It aired on TV Cultura — Brazil’s equivalent to PBS — and became a cultural icon, remembered for its creative characters, magical castle, and playful approach to learning. The show was viewed by a whopping 5 MILLION kids every single day.
One of the show’s most iconic characters was “Ratinho” — a cheerful little mouse, a clay stop-motion character who appeared in his own segment to teach kids about hygiene. His upbeat song, “Banho é Bom” (“Bathing is Good”), became a national hit. With playful lyrics and choreography, Ratinho sang and danced through the process of taking a full bath, showing kids how to wash every part of their bodies. It was catchy, fun, and incredibly effective — many Brazilian kids of the 90s learned how to bathe properly thanks to that song. Even today, adults can still sing it by heart, proof of how deeply it embedded itself into Brazilian pop culture.
We had the privilege of partnering with the amazing creative team at VML Brazil to bring this iconic character back to life. Their campaign was a beautiful tribute to Ratinho’s legacy, and at the heart of it was a major challenge: staying true to the original art style and creative spirit that made him so beloved. Every detail was carefully crafted to evoke nostalgia and ensure that longtime fans felt both respected and emotionally connected to this modern revival.
To kick off the campaign, we developed a 30-second teaser to rally people across Brazil to donate to UNICEF, helping bring clean water to millions of children in need. In return, we promised to bring Ratinho back for one more iconic shower — just like he did so many times in the past. The message was simple but powerful: if everyone did their part, Ratinho would do his — and take another joyful, soapy bath for a good cause.
“A beautiful tribute to Ratinho’s legacy.”
After a successful campaign and an uplifting response from the public, the goal was reached — and we delivered a beautifully crafted animated film that exceeded all expectations. It was everything fans had hoped for and more: Ratinho’s long anticipated return to the bath was faithful to the original, full of heart, and packed with the same charm and whimsy that made him a cultural icon. It even included the famous foot gag! The response was overwhelming, proving that some characters truly never lose their magic — especially when they have such an important mission to fulfill.
“Over 12 Million children lack water access in Brazil”
“From a castle in our childhood to the heart of Brazil — Ratinho returned with a cause.”
Bringing Ratinho back wasn’t just about nostalgia — it was about using the power of memory, joy, and cultural connection to inspire real change. This project reminded us that storytelling, when rooted in authenticity and purpose, can go far beyond the screen. It can move people, mobilize communities, and help build a better future — one bath, and one child, at a time.
“Some memories don’t just take us back — they push us forward.”
“When technology meets purpose, even an Instagram filter can change lives.”
To boost the campaign and build momentum, we knew we needed an army of voices to help us get there. So, we collaborated with the team at VML to create an Augmented Reality Instagram filter featuring a fully animated, low-poly version of Ratinho interacting with users. The filter invited people to lend their voices to Ratinho’s mission, helping him spread the word to every corner of Brazil.
From major podcast hosts to actors, journalists, and influencers — we activated some of the country’s most powerful voices. It was the perfect blend of technology and nostalgia: not only did it amplify our message, it gave people a chance to interact with a beloved icon — and, even more meaningfully, to share a cherished childhood memory with their own children for the very first time.