Partnership Against Drugs Association Design & Branding STONED by Talent Marcel

STONED

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Industry Against Drugs
Media Design & Branding
Market Brazil
Agency Talent Marcel
Executive Creative Director Joao Livi
Creative Director Felipe Luchi, Victor Sant'anna, Philippe Degen
Art Director Rodrigo Tortima
Copywriter Antonio Nogueira
Released August 2011

Credits & Description

Category: Posters
Advertiser: PARTNERSHIP AGAINST DRUGS
Product/Service: DRUGS AWARENESS
Agency: TALENT
Executive Creative Director: João Livi (Talent)
Creative Director: Philippe Degen (Talent)
Creative Director: Felipe Luchi (Talent)
Copywriter: Antonio Nogueira (Talent)
Art Director: Rodrigo Tortima (Talent)
Media placement: Poster - Pubs, Night Clubs - 08/01/2012

Describe the brief from the client
The use of crack is growing at an alarming rate in Brazil. Therefore, the Partnership Against Drugs Association asked us for an awareness campaign, showing the dangers of crack – a drug from which there is no return. Once a person has tried it, she becomes addicted. This is why the idea is to prevent people from even trying it.

Describe the challenges and key objectives
So instead of discouraging the use of crack, something that has been proven ineffective, we decided to go the opposite way: show people that there are other things that can make you high as crack without destroying your life. Having a baby gives you a high. Watching your team win gives you a high. Falling in love gives you a high. And none of these things destroy you.

Describe how you arrived at the final design
We represented maternity, a goal and a passion with something psychedelic, through the point of view of someone who is ‘high’ – and what gave them that high is there, in the middle of the situation. It’s a subjective view of someone who is enjoying their trip. (however, the person is completely lucid, because what made them ‘high’ was their kid, the goal, the woman).

Give some indication of how successful the outcome was in the market
The posters were put up in places where potential drug users are – nightclubs, universities, subway stations. The visual impact was quite huge. And if only one person decided not to use crack because of this campaign, we can say that it was successful.