The Drum Awards for Marketing - Entry Deadline

-d -h -min -sec

Advertising Ads We Like Brazil

Ads We Like: Rolling Stone and Y&R Brazil team up to make ‘Soundproof Posters’ for rockers


By Kyle O'Brien | Creative Works Editor

May 15, 2019 | 3 min read

Despite what pop radio might have you think, rock ‘n’ roll is not dead. In Brazil, Rolling Stone is counting on that and is helping budding rock stars get some privacy to hone their talents.

Keith Richards Rolling Stone poster

Keith Richards soundproof poster for Rolling Stone

Rolling Stone Brazil and Y&R Brazil (part of VMLY&R Group) have teamed up to create a series of ‘Soundproof Posters’ that serve a dual purpose – soundproofing practice spaces and looking really cool.

Rolling Stone realized that two things happen when teenagers decide to learn the guitar: they will annoy neighbors, parents and siblings, and they will hang band posters on the wall. Combining the two seemed a logical solution.

Teaming with Y&R Brazil, the two created an inspired series of four posters that have soundproof qualities. The posters are entirely made of acoustic foam, coated with fireproof resin and fiberglass. They were crafted by Focus Cinematography, using a new production technique developed specifically for the project.

The posters feature four top guitar legends of past and present – Jimi Hendrix, Keith Richards, Zakk Wylde and Brazilian guitarist Kiko Loureiro.

Rolling Stone Brazil has been migrating from print magazine only to a digital content hub, recently expanding its scope and growing their audience. The brand wanted to drive engagement while growing its follower base. With Instagram the go-to platform for guitar players posting themselves playing, the social site became the focal point of the campaign.

Followers of Rolling Stone Brazil were invited to post their best riffs using the hashtag #SoundproofPoster on Instagram, and the best ones won a set of four posters each. The campaign spread organically, with people tagging friends that play guitar. The social campaign features plenty of shred-worthy riffs and continues to grow.

A video shows how the posters were made and explains the contest.

Rolling Stone: Soundproof Posters by Y&R

By Rolling Stone

Overall Rating 4/5

Vote now
Advertising Ads We Like Brazil

More from Advertising

View all


Industry insights

View all
Add your own content +