To promote the heavy metal music festival Copenhell, we wanted to announce its line-up in a unique and remarkable way. Therefore, we created a festival poster like no other. Instead of printing it on paper, we turned to something a little heavier.

People took snapshots of the poster and shared them on social media, creating earned media buzz, which generated ticket sales in the days before the festival.

The poster was cut from 600 pounds of black granite, and carved with the festival’s three main acts by professional stonemasons. It was then placed in the very heart of Copenhagen, and arranged as if it had burst through the crust of the Earth – sent directly from Hell itself.

The target audience are heavy metal fans in all varieties. They have a strong connection to the Festival. We wanted to create something that triggered their attention by mystification.