Museums, by design, represent authority—they decide what is preserved, displayed, and remembered, shaping the official narrative of culture and history. They are gatekeepers of legitimacy, often seen as institutions of order, curation, and control. Rock and roll, on the other hand, was born from rebellion. This creates a natural tension: an authoritative museum trying to contain a genre defined by its resistance to authority. That contrast is what makes the Rock & Roll Hall of Fame so fascinating—and what our campaign aims to highlight by transforming it from a gatekeeper of history into a cultural center of counterculture, where rebellion itself becomes the story worth preserving. The goal of this campaign was to reclaim that authority by positioning the museum as the cultural center of counterculture, the ultimate authority on anti-authority. Centered on an exclusive film exhibit series, it highlights rock’s most infamous moments, untold stories, and personalities through themed categories like The Exhibit Bad Behavior Exhibit, The Display Your Anti-Authority Display, and The Steal The Show Showroom , each brought to life with bold, attitude-driven copy.