ONE HELL OF A BOOK

ClientCOPENHELL
Category A04. Travel, Leisure, Retail, Restaurants & Fast Food Chains
TitleONE HELL OF A BOOK
Product/ServiceCOPENHELL
Entrant HJALTELIN STAHL PART OF ACCENTURE INTERACTIVE Copenhagen, DENMARK
Idea Creation HJALTELIN STAHL PART OF ACCENTURE INTERACTIVE Copenhagen, DENMARK
Media Placement HJALTELIN STAHL PART OF ACCENTURE INTERACTIVE Copenhagen, DENMARK
PR HJALTELIN STAHL PART OF ACCENTURE INTERACTIVE Copenhagen, DENMARK
Production HJALTELIN STAHL PART OF ACCENTURE INTERACTIVE Copenhagen, DENMARK
Credits
Name Company Position
Lasse Vintersbølle Hjaltelin Stahl Creative Director
Karl Kristian Krarup Kjær Hjaltelin Stahl Art Director
Claus Collstrup Hjaltelin Stahl Senior Art Director
Frederik Halby Hjaltelin Stahl Senior Art Director
Vibeke Stisen Hjaltelin Stahl Production Manager
Anne-Sophie Vendal Hjaltelin Stahl Account Manager
Michael Nihøj Hjaltelin Stahl Final Art
Toke Holt LiveNartion Executive Producer
Morten Skovgaard LiveNartion Photographer
Jacob Hansen Hansen Studios Producer

Why is this work relevant for Direct?

To promote and celebrate the 10-year anniversary of the Danish heavy metal festival, Copenhell, we wanted to create something that truly captured its special spirit. So we created… One Hell of a Book. The World’s first publication that’s half book, half vinyl record, directly targeted die-hard Copenhell and heavy metal fans.

Background

To promote and celebrate the 10-year anniversary of the Danish heavy metal festival, Copenhell, we wanted to create something that truly captured its special spirit. So we made… One Hell of a Book.

Describe the creative idea (30% of vote)

The World’s first publication that’s half book, half vinyl record. Printed in 666 limited edition copies, filled with 10 years of blood, sweat and growls from fans and bands, and topped off with a unique track, written and performed by some of Denmark’s greatest living rock legends.

Describe the strategy (20% of vote)

The book's target audience was die-hard Copenhell and heavy metal fans.

Describe the execution (20% of vote)

The book was printed in 666 limited edition copies, and its track, lasting 666 seconds, aired on live radio.

List the results (30% of vote)

The book itself sold out as quick as Hell. But most importantly, so did the festival with over 23.000 tickets sold.