Black Sabbath ad ’emerges’ from layers of old posters

In this ingenious ad for Black Sabbath’s comeback album, a poster for the band appears to emerge from layers of old flyposters that have been cut away to reveal all

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In this ingenious ad for Black Sabbath’s comeback album, a poster for the band appears to emerge from layers of old flyposters that have been cut away to reveal all

“For some time, we had been fascinated by the almost endless layers of posters that cover our city walls,” says Morten Ingermann, CEO of McCann Copenhagen, the agency responsible. “What if we dug our way through them. Imagine what we could find?”

Universal Music gave McCann the opportunity to put their idea into practice when they commissioned a campaign to promote Black Sabbath’s new album, 13, the band’s first new record for decades.

 

“The installations were created in different sizes and shapes and we put them up at different poster sights in crowded areas of Copenhagen,” Ingermann says.

 

 

“We simulated the effect by glueing together layers of old posters and then carving out the holes by hand. It took forever but in the end we think all the hard labour paid off.”

It certainly has so far, with the posters creating a huge amount of interest online and on social media amid speculation about how they were done and by whom.

 

Credits:
Agency: McCann Copenhagen
Creative Director: Mads Ohrt
Creative team: Andreas Rasmussen, Janus Hansen
Account manager: Celina Aagaard
Client: Universal Music Denmark

 

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  • This is an amazing idea. Very eye-catching, engaging, and using the space to create a poster archaeology site. I think it would have still worked (maybe even better) without the rectangular panel on top of it.

  • Great concept and brilliantly carried out!

  • great idea for an ad campaign… pity the album doesn’t measure up….

  • franz

    Mimmo Rotella rules!

  • I think it’s cheeky when advertising is “self-aware”. This is a brilliant example of that.

  • Josh

    This is one of those, “Bloody hell, I wish I’d done that!!”. Just brilliant.

  • J

    I’m normally hate “it looks like xxxxx” comments but I honestly cant help but think that this was perhaps inspired by the series of posters for Mark Ronson’s Version album?

    http://en.wikipedia.org/wiki/File:Version.jpg
    http://en.wikipedia.org/wiki/File:Mark_Ronson_-_Valerie.jpg

    Great crafting on this project though.

  • p

    What?? It was inspired by something… call the design police quick.

  • Chris Flees

    Brilliant design. Anything that seems like it should not be but is always creates attention. No doubt these posters created a lot of stir. The McCann Copenhagen captured a nostalgic look that will stick in peoples minds for a very long time.

  • Thanks for posting about my vintage posters :) Love the posters, but a few of them made me sad.