September 2010

Print advertisment created by Lua Branca, Brazil for Associação Parceria Contra Drogas, within the category: Public Interest, NGO.

You know the truth about drugs. Your kids don't.
Talk to them that's the best way of keeping them out of this.

Advertising Agency: Lua Branca, Sao Paulo, Brazil
Creative Director: Rodrigo Gonzalez
Head of Art: Caio Grafietti
Art Director: Caio Grafietti
Copywriter: Marcelo Marcondes
Illustration: Paulo Visgueiro

Comments (15)

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Highest Rated

Guest's picture

love this work! awsome

Krik Krak Krow's picture
Krik Krak Krow
Activity Score 39

patronising on several levels.

gioborde's picture
Activity Score 1387

???? You really gotta be kidding, please tell me your kidding...please!!


Krik Krak Krow's picture
Krik Krak Krow
Activity Score 39

all i meant was that sometimes parents don't know better than their kids because they are so disconnected from the social environments their children interact in. Simply telling your kids 'drugs are bad' or 'I know the truth, YOU don't because you're a child' is not going to dissuade them from trying them. Parents very often don't know the truth about drugs. I'm sure my kids know about drugs I've never even heard of. I'm sorry but although I really love the art direction, the message in the copy is lost on me.

akshaysrikar's picture
Activity Score 420


those kids who are going to do drugs ARE going to drugs.... no matter who what where they come or how their brought up.......

but to be contradictory on your comment..... the society HAS the responsibility to inform them without boring them.. so voila...

Jotacef's picture
Activity Score 219

This turtle tells me it has been laying in the same place for so long (drugs), that there was enough time for a palm tree to grow on its shell. Its a heavy and very true message.! 100 pts!

Krik Krak Krow's picture
Krik Krak Krow
Activity Score 39

I've had to send back the turtle I ordered for my niece's birthday on Sunday... it would have just sent out the wrong message.

Guest's picture

Lovely drawings. The idea is clear.'s picture
Activity Score 108

this is awsome! beautiful work!

Hibon's picture
Activity Score 3734

Very nice print and Clear idea.

Simple ideas are the best !

JeffGreenhouse's picture
Activity Score 310

I love it. That's the most menacing turtle I've seen since Gamera!

jackmancer2017's picture
Activity Score 6992

I got get it. I just had a beer, maybe that's it, but what does this turtle have to do with drugs?....

Guest's picture

Turtle`s produce drugs, so keep ure kid away from turtles.

No, just kidding. But the main idea of this campaign, in my opinion, is the fact that it looks very unharmfull and fun to try "drugs" ore in this campain, go for a harmless swim in the wide ocean. But be carefull, it looks harmless but under the surface lies the real danger. It`s not that harmless as it seems in first objective.

at least, that`s my point of view.

greetings from the Netherlands

jnaimo's picture
Activity Score 100

Great campaign! Love the illustration, the art direction, the message. Right on with the demographic audience.

Guest's picture

i think it's more of a "tip of the iceberg" kind of thing. the island seems really cool and neat (as some kid's perception of drugs does). little do they know there's a gigantic scary turtle lurking under their next hit of paradise.

Guest's picture

love this work! awsome