Title	3
Brand	EMIL DE WAAL + SPEJDERROBOT
Product/Service	ALBUM
Category	E04. Consumer Durables
Entrant	HJALTELIN STAHL, PART OF ACCENTURE INTERACTIVE Copenhagen, DENMARK
Idea Creation	HJALTELIN STAHL, PART OF ACCENTURE INTERACTIVE Copenhagen, DENMARK
Production	HJALTELIN STAHL, PART OF ACCENTURE INTERACTIVE Copenhagen, DENMARK

Name	Company	Position
Simon Engstrøm	Hjaltelin Stahl	Executive Creative Director
Veronica Sasha Stahl	Hjaltelin Stahl	Copywriter
Charlotte Jagd	Hjaltelin Stahl	Art Director

Background

Emil De Waal + Spejderrobot is a Danish critically acclaimed electronic-jazz band established in 2008. The band came to us with the task to design the cover of their third album named “3”. Formerly Emil De Waal + Spejderrobot released their first and second album as vinyls named “Nr. 1” and “Nr. 2”. EDW + S have always been creative with their albums, especially noticeable with album nr. 2 that was sold in a specially designed pizza box. The band wanted their third album “3” as a vinyl cover that simply and elegantly represented the number three. Compared to other tasks at us, the project scale was of course small. The team consisted of an Executive Creative Director, an Art Director and an Artwork Finisher. The budget for the task was small, but luckily the idea wasn’t costly - and we were able to produce it in Denmark.

Describe the creative idea (40% of vote)

The execution is a simple and elegant way to showcase the title of the album. The idea is to involve the user by making them pull up the vinyl in order to ‘finish’ the title of the album. The idea is built upon the insight that people who listen to vinyls are likely to use more feeling, time and presence when playing music – furthermore, vinyl collectors like to show their collection and this execution enhances their chance of doing so. Emil De Waal + Spejderrobot is a niche band that have listeners all around the world, especially in Asia. The target audience was fans that, like the band, is more subcultural and niche in their lifestyle and music taste, e.g. hardcore users of vinyls and listeners of less known genres like jazz electronic.

Describe the execution (40% of vote)

The number 3 is printed in high gloss vanish to create a tactile and seamless connection between the cover and the vinyl. Furthermore, the central sticker graphic of the record is only printed on the lower part, making the number 3 more distinct. The background of the vinyl consists of 3 polls, where the barcode is pulled to tie a bow around the design of the number 3. Beside the vinyl, we produced a small graphic film that was pushed on social media.

List the results (20% of vote)

The vinyl is a collector’s item, why there was only produced around 200 pieces. Emil De Waal + Spejderrobot is a niche band that have listeners all around the world, especially in Asia. The album was available at Spotify, but the vinyl was sold on tour where it sold out immediately. Subsequently, there was a hype and requests from followers to restock.