Rock in Rio: Sex, ___ & Rock'n'Roll

Rock in Rio is the world’s greatest music festival.Due to its importance, the Government of Brazil asked Artplan, Rio de Janeiro for a anti-drugs campaign. The task was hard. A rock’n’roll festival standing against drugs? How could we do that without the risk of damaging the festival's image? How to effectively reach a public tired of theses messages telling them what to do?