Agency Network: 
September 2010
Associação Parceria Contra Drogas:  Turtle


Print advertisement 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
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Highest Rated

Guest's picture

love this work! awsome

Krik Krak Krow's picture

patronising on several levels.

Krik Krak Krow
Activity Score 39
gioborde's picture

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

Activity Score 1369
Art Director at LEO BURNETT |


Krik Krak Krow's picture

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.

Krik Krak Krow
Activity Score 39
akshaysrikar's picture


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...

Activity Score 408
Jotacef's picture

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!

Activity Score 219
Krik Krak Krow's picture

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.

Krik Krak Krow
Activity Score 39
Guest's picture

Lovely drawings. The idea is clear.

Guest's picture

this is awsome! beautiful work!
Activity Score 108
Art Director at Ogilvy & Mather pvt. Mumbai |

Hibon's picture

Very nice print and Clear idea.

Activity Score 3666

Simple ideas are the best !

JeffGreenhouse's picture

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

Activity Score 310
jackmancer2017's picture

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

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

Activity Score 100
Graphic Designer at Baudville, Inc.
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

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