Rock & Folk, the leading rock magazine in France, wanted to promote its first issue dedicated to heavy metal along with a special programming on Rock & Folk’s digital radio.

The target was Rock & Folk readers and metal fans at large: people who are already knowledgeable about the subject.

Targetting a knowledgeable audience, we could afford to write long copies and go deeper into each band’s universe. Through these quirky, cinematic short stories, the ads express a human truth about this music: its sheer intensity and evocative power galvanizes the listeners, taking them in alternate realities, turning random moments of life into epic experiences. A true form of empowerment.

The special edition was a success with all 35 000 copies sold in the first month,

Rock&Folk had to reprint it to meet demand, which happens for the first time in the magazine’s history.