Rammstein Love Is For All

Uploaded by:	JillP
Country:	Germany
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New Berlin agency, TODD, launches with a rocking blitzkrieg of a campaign for controversial East German band, Rammstein and Universal Music.

The campaign promotes the new Rammstein album, Liebe ist für alle da (Love Is There For Everyone) with the message that everyone has the right to express and receive love in whatever odd or kinky way they choose. The launch single “Pussy” shows the band members starring in their own porn movie, directed by Jonas Åkerlund.

The total democratization of the campaign began by giving power to the people, using the die-hard Rammstein fans as campaign ambassadors. LIFAD (Liebe ist für alle da) groups were set up on Facebook, Twitter etc and rumours spread that this was linked to the new Rammstein album. Then fan clubs and music companies received campaign packs, with T-shirts, graphics, banners, stencils, and viral films. Within a week, thousands of LIFAD fans took to the streets to spread the idea, organizing public demos, installations and events, and sharing their work on networking sites.

The TV spots, directed by Henrik Hansen launched on national TV and the Internet. Print, TV, online, outdoor and events complete the five-month long love fest. The fan-focused approach is already paying off: the European tour sold out within two hours; Pussy went straight in at Number One in the German and international single charts; it was the most pre-ordered CD on Amazon, going gold and platinum on pre-orders alone in some countries.

Credits
Project: Liebe ist für alle da
Client: Pilgrim Mgmt., Universal Music
Creative Agency: TODD Berlin
Writer/Art Director: Todd Schulz
Director: Jonas Akerlund, Henrik Hansen
Production Company: R.A.F Stockholm
Photographer: Eugenio Recueno

http://www.youtube.com/watch?v=24UVNcan1hY