Isobar Brasil Launches #beforeitstoolate Campaign with Unicef

Isobar Brasil – a Dentsu Aegis Network agency – signs Unicef’s (Fundo das Nações Unidas para a Infância) new campaign, that will be launched Monday (23).

Themed #AntesQueSejaTarde (#BeforeitstooLate), the organisation wants to raise people awaress about the situation of vulnerability that millions of kids and teenagers live, in Brazil and around the world, and enlist people to became donors. 

The main campaign piece is a movie stared by kids from Brazilian communities chanting “Epitáfio” (“Epitaph”), a song from a Brazilian Rock band named Titãs -– who gave the copyright song especially to Unicef. In the movie, people are requested to contribute with donations. 

The video, produced by Isobar in partnership with Drive Films, can be seen in digital environment, Unicef official pages and social network.

According to Mateus Braga, Isobar executive creative director, the music choice was accurate to ensure the understanding of the campaign concept. 

“We are attempting to show the urgency of the necessity of donations through the risky condition of so many kids, that the day of tomorrow might not exist for many of them. A kid’s epitaph is a hard and shocking way to bring this situation in evidence”, explains the director.

According to Wim Desmendt, Resource Mobilisation Manager of Unicef Brasil, the purpose of the campaign is to change the life of the kids that are socially vulnerable, “it doesn’t matter the situation, if it’s an armed conflict, if it’s in Amazônia countryside, in a small semi-arid city or in the suburb of a big Brazilian city”, notes Desmendt.

#AntesQueSejaTarde was created pro-bono by Isobar.