Every year the students of Viktor Rydbergs Gymnasium put on a musical. This year was the classic West Side Story which played at the Maxim Theater in Stockholm. The plot revolves around the two street gangs, the Jets and the Sharks set in New York in the mid 1950s. We chose to do a modern interpretation when various gangs tagged posters. A large number of the posters, both awarded and on purchased surfaces had unique tags. The campaign was launched stealthily with documentary films posted on Instagram and Facebook minus a sender. And at the ticket purchasing counter at Ticketmaster everyone had to choose sides as well. Half the theatre was taken up by the Jets and the other half by the Sharks. The program sheet was presented in two ‘rival gang’ versions before the show. Whose side are you on?