I'm a Somebody
I am not a Nobody. I am Somebody.
Opening statement
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.
Challenge
Speak to students in their own language.
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.”
Music As Media
Music as the cultural heart of the campaign.
An original track with Vitor Kley, Lourena and MC Estudante — turning the campaign idea into a song students actually played, shared and sang.
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 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
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
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
The Movement
A youth-driven movement, captured raw.
Students, schools and streets — the campaign turned into a living movement across social feeds.
#PencilChallenge
TikTok is bigger than TV.
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 music video and all campaign materials were launched.
Posters
A poster system made to be seen at full scale.
Bold typography, vivid color and tall compositions gave the campaign a street-level editorial presence.
Testimonials
Students, in their own words.
Real voices from full-time public high schools across Brazil — the campaign giving the mic back to the audience it was built for.
Out Of Home
The campaign out in the city.
From newsstands to shelters and street clocks, the work carried its visual punch into public space with generous scale.
Results
A number that moved numbers.
The campaign didn't just travel through feeds. It pushed students into classrooms.
+28%
Increase in enrollments in full-time high schools across the country.
Credits