Loducca-Sao Paulo : The Music Never Stops

To introduce the new MTV concept "The Music Never Stops," Loducca Brazil created a new line of hybrid t-shirts. The agency split t-shirts of artists of different generations down the middle and sewed the halves together. One side featured a current artist while the other, an artist who influenced him or her. 2,500 shirts went out to four different states in Brazil, and VJs and musicians wore them in various media appearances.