HELL-P

Short List
TitleHELL-P
BrandWARNER MUSIC CENTRAL EUROPE
Product/ServiceSLAYER
Category B02. Publications and Brand Collateral
Entrant KOLLE REBBE, PART OF ACCENTURE INTERACTIVE Hamburg, GERMANY
Idea Creation KOLLE REBBE, PART OF ACCENTURE INTERACTIVE Hamburg, GERMANY
Production KOLLE REBBE, PART OF ACCENTURE INTERACTIVE Hamburg, GERMANY
Production 2 RAILROAD-TRACKS Cologne, GERMANY
Production 3 RTS SCHOLZ Bremen, GERMANY
Production 4 EFFECTIV-TEAM SFX SPEZIAL EFFEKTE Hamburg, GERMANY
Post Production KOLLE REBBE, PART OF ACCENTURE INTERACTIVE Hamburg, GERMANY
Post Production 2 KR STUDIOS Hamburg, GERMANY
Additional Company WARNER MUSIC CENTRAL EUROPE Hamburg, GERMANY
Credits
Name Company Position
Bettina Dorn Warner Music Central Europe Senior Director Brand Partnership & Licensing Central Europe
Fabian Frese Kolle Rebbe GmbH Managing Director Creation
Thomas Knüwer Kolle Rebbe GmbH Executive Creative Director, Art Direction
Marco Obermann Kolle Rebbe GmbH Group Creative Director
Alexander Michaelsen Kolle Rebbe GmbH Creative Director, Copywriter
Jan Vierig Kolle Rebbe GmbH Account Supervisor
Milena Gau Kolle Rebbe GmbH Account Manager
Martin Strobel Kolle Rebbe GmbH Art Direction
Janin Heymach Kolle Rebbe GmbH Illustration
Alexander Schillinsky Kolle Rebbe GmbH Executive Director Integrated Production
Martin Lühe Kolle Rebbe GmbH Production Manager
Thomas Ölscher Railroad-Tracks GmbH Producer
Marco Cordes RTS Scholz GmbH Managing Director
Ingo Bauer effectiv team sfx GmbH SFX Artist
Steffen Gill Effectiv Team sfx Gmbh SFX Artist
Niklas Girardet effectiv team sfx GmbH Phantom Operator
Fiete Girardet effectiv team sfx GmbH SFX Coordination
Jan-Ole Brendel KR Studios Agency Producer
Alexander Hildenberg KR Studios Director of Photography, Director
Alexander Seipel KR Studios Editor
Klaas Nocken KR Studios Sound Editor/Sounddesigner
Slayer - Warner Music Central Europe Composer

Background

In winter 2019, Slayer, one of the greatest metal bands of all time, left the stage forever. At the end of their 38-year career, the band was looking for a unique idea to promote their final live album ("The Repentless Killogy") and to leave their longtime dedicated fans a special farewell gift.

Describe the creative idea (40% of vote)

Probably no other metal band has such an enthusiastic fan base. Slayer’s fans would go through hell for them and that’s exactly the idea of that promotion: Hell-P – the first record you can play in hell. A strictly limited 6.66 inch record that is the last Slayer single ever released. Forged from stainless steel and copper, it withstands infernal temperatures of up to 1,500° Celsius. But to listen to the record, fans had to set the completely sealed inner sleeve on fire. With a match, enclosed in a copper coffin.

Describe the execution (40% of vote)

The ultimate collector’s item. Forged from stainless steel and copper, the 6,66 inch single withstands infernal temperatures of up to 1,500° Celsius. Embedded in a richly illustrated hellfire package, the Hell-P must be freed from its completely sealed inner sleeve by setting it on fire with a black match, whose solid copper coffin also serves as seal for the outer packaging. The whole design quotes motifs that Slayer has distinguished for decades - The outer shape of the packaging, based on their famous Pentagram logo, made of swords, the elaborate illustration with skulls in hellfire and burned upside down crosses. The Hell-P is a bow to the unparalleled work of the band and the passion of the fans.

List the results (20% of vote)

100 copies have been sent to international journalists, metal magazines and long-time companions. 6 copies were given away to fans via social media. One of the most successful activations in 38 years of Slayer: Thousands of metal fans created Instagram accounts just to participate. Blogs, influencers and TV stations worldwide were reporting about the Hell-P. 61 million media impressions, 1.8 million views in social media in the first 24 hours and 150.000 likes, shares and comments. Without a single cent spent on paid media.