Brazil is going through a transition in its models, wherein TV has been losing space to digital entertainment. Even with TV stations having a dominant say over content generation, Brazil is experiencing an accelerated growth of its digital social networks. Facebook has seen the largest growth and has already far surpassed its largest local competitor, which was Orkut. Brazilians spend 23 hours online every week, and often leave Facebook and Twitter open as a secondary screen. Blogs experienced intense growth in Brazil starting in 2006 and quickly became too commercial, due to a strong business exchange with the brands. As the blogs became money driven, they lost authenticity and credibility with the audience. Brazilians have been developing an ability to identify brands that have an authentic attitude, and only value brands that walk the talk.

Instead of telling people what they should or shouldn’t do we gave them an open concept. We created a website that allows people to express their attitude by creating their own Rock’n’Roll combos, an unique art that could be saved and shared. By letting them show their ideas in such many ways (like 'sex, ted bears & rock'n'roll', 'sex, comics & rock'n'roll'), they're really being free, expressing themselves. Whenever they’ve gone creative and shared it, we earned an invaluable word of mouth because that was the outcome of their engagement, not a one way campaign, not our lead.

700.000+ hits in one month.

213.000+ unique arts generated by users.

15.975.000 people impacted on social networks.

US$5.700.000 earned media.

Only 4% of people inputted drug related terms.

100.000+ posts on Facebook debating the subject.

50.000 t-shirts sold out.