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.
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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The July issue of Creative Review is a type special, with features on the Hamilton Wood Type Museum, the new Whitney identity and the resurgence of type-only design. Plus the Logo Lounge Trend Report, how Ideas Foundation is encouraging diversity in advertising and more