Hell-P

Hell-P

Hell-P

Hell-P

Hell-P

Client Slayer / Warner Music

Agency Kolle Rebbe

Date 2020

Task 
Slayer, one of the greatest metal bands of all time, was looking for an attention-grabbing idea at the end of their 38-year career to promote their final live album – and to leave their fans something truly special.

Idea
Hell-P – the first record you can play in hell. A 6.66″ single with the title song of the live album (“Repentless”), forged from stainless steel and copper for infernal temperatures of up to 1500°C. What’s special: you have to burn off the fully sealed inner sleeve to access the record.

Result
100 copies were sent to international music journalists and metal magazines. 6 pieces were given away via Instagram – which made the Hell-P the ultimate object of desire for metal fans overnight. One of the most successful promotions in 38 years of Slayer without a single cent media budget.

strobel_martin_slayer_hell-p_07
strobel_martin_slayer_hell-p_08
strobel_martin_slayer_hell-p_09
strobel_martin_slayer_hell-p_10
strobel_martin_slayer_hell-p_11
strobel_martin_slayer_hell-p_15

Outer packaging front – closed with a magnetic copper coffin containing a single black match

strobel_martin_slayer_hell-p_16

Outer packaging back

strobel_martin_slayer_hell-p_22

Outer packaging opened – inside with inner sleeve

strobel_martin_slayer_hell-p_23

Outer packaging opened – inside without inner sleeve

strobel_martin_slayer_hell-p_17

Inner sleeve front – sealed on all sides

strobel_martin_slayer_hell-p_18

Inner sleeve back – sealed on all sides

strobel_martin_slayer_hell-p_19

6.66″ single made of stainless steel – copper alloy front

strobel_martin_slayer_hell-p_20

6.66″ single made of stainless steel – print back

Production

strobel_martin_slayer_hell-p_01
strobel_martin_slayer_hell-p_02
strobel_martin_slayer_hell-p_03
strobel_martin_slayer_hell-p_04
strobel_martin_slayer_hell-p_05
strobel_martin_slayer_hell-p_06

Release & Reactions

strobel_martin_slayer_hell-p_12
strobel_martin_slayer_hell-p_13
strobel_martin_slayer_hell-p_14

ADC Germany 2x Gold, 1x Silver, 2x Bronze, 1x Merit

ADC Global (Annual Awards) 1x Bronze, 1x Merit

New York Festivals 1x Gold, 3x Silver, 3x Bronze, 2x Finalist 1x Shortlist

MAX-Award Silver

More Work