Teens are still donning headphones and escaping with music, but more and more they're doing it online. Draftfcb's task was to deliver Above The Influence's pro-teen, anti-drug message on music sites frequented by teens.

These ads couldn't be explicitly anti-drug; this would risk denouncing any musician who makes drug references. Rather, the ads encourage discretion—that a teen can enjoy any kind of music as long as he or she knows drugs have consequences that these songs often skirt. The ads ran on sites such as MTV and Pandora.

To bring this message to life, Draftfcb commissioned SoCal punk-artist Aaron Kraten. Kraten's work has become well-known within teen culture. It's been featured on skateboards, iPods, and even in teens' tattoos. Based off Draftfcb's concepts, Kraten created 3 original paintings that were then digitized, and animated in the banners. Each features a teen navigating a surreal landscape of living media devices.