Title	HELL-P
Brand	WARNER MUSIC CENTRAL EUROPE
Product/Service	SLAYER
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

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.