Rock In Rio Design & Branding SEX, __ & ROCK'N'ROLL by Artplan Rio de Janeiro

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Industry Shows, Events & Festivals
Media Design & Branding
Market Brazil
Agency Artplan Rio de Janeiro
Executive Creative Director Roberto Vilhena
Creative Director Hugo Monteiro, Gustavo Tirre, Alessandra Sadock
Art Director Augusto Correia
Copywriter João Resende
Released September 2011

Credits & Description

Category: Online Digital Design
Executive Creative Director: Roberto Vilhena (Artplan)
Creative Director: Gustavo Tirre (Artplan)
Creative Director: Alessandra Sadock (Artplan)
Creative Director: Hugo Monteiro (Artplan)
Art Director: Augusto Correia (Artplan)
Copywriter: João Resende (Artplan)
Creative Technologist: Leonardo Marçal (Artplan)
Digital Producer: Derek Dias (Artplan)
Account Manager: Elisa Simões (Artplan)
Account Manager: Mariana Lellis (Artplan)
Account Manager: Rodolfo Medina (Artplan)
Media placement: Website / Interactive Tool - Internet - 1 September 2011

Describe the brief from the client
Rock in Rio is the world’s greatest music festival. Since 1985 brought together almost 6m people in 9 editions, watched by more than 200 countries through TV and the internet. Due to the relevance of the festival, and on the eve of its latest edition, Brazilian Ministry of Health requested a campaign against drugs, a delicate subject for a Rock 'n' Roll festival.

Describe the challenges and key objectives
Being admired by millions of rock fans, we had to avoid building a boring flat image in order to protect the festival. We sought the answer in the essence of this music gender: freedom. This concept gave people the opportunity to make their own choices.
The main platform for the campaign was the website 'Sex, ___ & Rock 'n' Roll', where visitors encountered an innovative design tool. To promote their own rock combos, people could easily create concept arts by entering terms in the field. By doing that they do not only engaged in the campaign but also became co-creators of it.

Describe how you arrived at the final design
To approach such a delicate subject we needed a visual identity that could stimulate creativity. The concept was all about freedom. Based on that, the interface should be friendly and exciting. So we made it as simple and flexible as possible, leaving room for the user's creativity to stand out.

So, after imputing a term of their choice, the website engine started searching for related images on Flickr, and generated mosaic arts that could be edited in many ways. Fonts, colours, photo positioning and other options were available, offering endless possibilities for designing.

Give some indication of how successful the outcome was in the market
Social networks and press vehicles responded to the campaign and there was an intense buzz over the subject. A videoclip with a theme song was aired, where artists wore T-shirts with their own expressions. More than 100,000 comments were published on Facebook along the debate, impacting a total of 15,975,000 people on social networks.

In 1 month, the site had over 700,000 hits. 52% of people returned and the average visit time exceeded 6 minutes. More than 213,000 unique arts were generated and 68% were shared. And the most important: only 4% tried to input drug related terms.