In preparation for the fourth edition of Rock in Rio, the Artplan ad agency reached out to Ratto with the task of of creating a site where the user could replace the word “drugs” , from the famous phrase “Sex, drugs & rock n’ roll”, for any other. In doing so, a great mosaic of images from Flickr that represented the phrase created by the user would be generated for download and sharing.

The campaign was a hit among both users and critics. Within one month, hundreds of thousands of people used the tool to show that sex and rock n’ roll needn’t mix with drugs. \m/