#StayClean

Campaign idea

At a time when popular culture makes drugs “cool”, the police is inefficient, government institutions have no prevention protocols, and the laws don’t allow any kind of substance testing, what can a music festival do about drug misuse? We let potential first time users know a brutal truth about the origin of drugs they may try, in a graphic, disgusting, yet honest way. The campaign was both praised and hated on by the public, but literally no one could ignore it. Finally, the debate was on, and the problem of drug misuse became one of the main topics in the country.

Brand name: Exit Foundation
Advertiser / client: Exit Foundation
Product / service: Exit Foundation
Campaign name: #StayClean
Agency network: MCCANN WORLDGROUP
Agency: McCann Beograd, Belgrade , Drive, Belgrade
Web address: http://www.stayclean.rs
Executive creative director: Jana Savić Rastovac, Digital Executive Creative Director Vladimir Ćosić
Art director: Branko Rosić, Zdravko Kevrešan, Jelena Grahovac, Mladen Milašinović
Copywriter: Vladimir Kondžulović
Account director (agency): Andrea Mitić, Emina Azizi, Petra Rogić
Managing director: Jelena Jazić
Strategic planner / strategist: Aleksandar Milojević, Katarina Pribićević
Pr director: Marija Vićić
Digital creative: Stefan Nikolic, Ivana Knežević, Luka Ličina
Additional company: Nikola Nikolić, Jelena Mančić Lubardić, Dejan Blagojević, Ana Antić, Dragana Marković, Nina Kovač, Marko Živković, Nebojša Ereš, Dubravka Perišić, Radojka Bošković, Adventure, Lilly021, Ivan Bon