I'm Somebody

For Instituto Sonho Grande

I am not a Nobody. I am Somebody. Dive headfirst into Full-Time High School.

How to create a government campaign that doesn’t look like a government campaign.

Regardless of who governs the country and its leaders, one thing remains constant: the campaigns aren’t usually great. This becomes even more evident when the target audience is the younger generations.

The challenge for 3rd PigHouse was to create a campaign that spoke to students in their own way: conceptually, visually, and with a TikTok touch.

The idea in a tweet: We transformed a popular proverb into a rallying cry. No victim mentality. With empowerment. This became a song, posters on the streets, and thousands of posts on social media.

#PENCIL

CHALLENGE

We don’t even need to say that TikTok is much bigger than TV when it comes to young people. To kick off the campaign, we created a challenge called #lapischallenge where influencers asked: 'How long can you hold a pencil between your nose and upper lip?'

The game quickly became a trend, and a few days later it was revealed as a teaser for a campaign encouraging everyone to keep the pencil in hand a little longer.

From that day on, the clip and all campaign materials were launched.

VITOR KLEY • LOURENA • MC ESTUDANTE

MUSICAL PRODUCTION RICK BONADIO • EXECUTIVE PRODUCTION POLEN • DIRECTION FRED OURO PRETO

One day my mother told me
That everything in life comes from effort, yeah
So I learned from the teacher
That the best subject is the one you enjoy, right

I value my opportunities
Value those who told the truth
That a bit of knowledge is part
Of understanding, which drives us to maturity

I know who I am
I won’t stop, pa-pa-rá pa-pa-rá
Pa-pa-rá pa-pa-rá
My life will change
I’m not a nobody
I’ll keep going
I’m somebody

The teacher strengthens me
Living warms me
If you think I’m weak... forget it
I beat my chest and move forward
I have the power of the mind
If my vision’s bad, I change the lens
To be great depends on us
I’m here to say, I’m bigger than you see
I hustle every day, I make things happen
I have faith, you can believe
It’s in my nature
My heart is strong, victory is certain

I know who I am
I won’t stop, pa-pa-rá pa-pa-rá
Pa-pa-rá pa-pa-rá
My life will change
I’m not a Carlos Nobody
I’ll keep going
I’m Carlos Somebody

I valued my education when I was a kid
It helped me transform my destiny
Now I’m qualified for any job
I have integrity, focus, and commitment

Here’s the continuation of the translation:

The young visionary on the road
I believe in my dream, it will be worth it
The pen weighs much less than the hoe
Studying is a way to overcome your problems

I know who I am
I won’t stop, pa-pa-rá pa-pa-rá (I’m not a Carlos Nobody)
Pa-pa-rá pa-pa-rá (I’m Carlos Somebody)
My life will change
I’m not a Zé Nobody
I’m a Lorena Somebody

I know who I am
I won’t stop, pa-pa-rá pa-pa-rá (I’m not a Nobody)
Pa-pa-rá pa-pa-rá (I’m Somebody)
My life will change
I’ll keep going

+28%

INCREASE IN ENROLLMENTS IN
FULL-TIME HIGH SCHOOL ACROSS THE COUNTRY

all works

Sou um Zé Alguém
Client: Instituto Sonho Grande
Planning: Cause
Concept and Creation: Rodolfo Barreto
Design: Guilherme Possobon
Music Clip: Polen, Rick Bonadio, Fred Ouro Preto
Approval: Fernanda Tripolli