Rock in Rio is the world’s greatest music festival. Due to its importance, the Government of Brazil requested a campaign against drugs. But how exactly do a Rock'n'Roll music festival stand against drugs without having a boring image?

We sought the answer in the essence of what Rock really is: freedom. Freedom to do things differently. Freedom to make your own choices. Freedom to break one of the major Rock’n’Roll dogmas: sex, drugs & rock’n’roll.

We created Sex, ___  & Rock’n’Roll. Instead of telling people what they should or shouldn’t do we gave them an open concept. A website that allows people to express their attitude by creating their own Rock’n’Roll combos, a unique art that could be saved and shared. 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 campaign. We were able to trigger the debate without damaging the festival’s image and deconstruct a paradigm with people's help.

We created Sex, ___  & Rock’n’Roll. A platform of communication. Instead of telling people what they should or shouldn’t do we gave them an open concept. A website that allows people to express their attitude by creating their own Rock’n’Roll combos, a unique art that could be saved and shared. 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 campaign. We were able to trigger the debate without damaging the festival’s image and deconstruct a paradigm with people's help.

700,000+ hits in one month.

213,000+ unique arts generated by users.

Only 4% of people inputted drug related terms.

15,975,000 people impacted on social networks.

100,000+ posts on Facebook debating the subject.

Campaign custom t-shirts sold out.

Big national artists joined the campaign for free.

Extensive media coverage: tv, print and more 110,000 Google results.

US$5,700,000 earned media.