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.

Martin Strobel Hell-P
Martin Strobel Hell-P
Martin Strobel Hell-P
Martin Strobel Hell-P
Martin Strobel Hell-P
Martin Strobel Hell-P

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

Martin Strobel Hell-P

Outer packaging back

Martin Strobel Hell-P

Outer packaging opened – inside with inner sleeve

Martin Strobel Hell-P

Outer packaging opened – inside without inner sleeve

Martin Strobel Hell-P

Inner sleeve front – sealed on all sides

Martin Strobel Hell-P

Inner sleeve back – sealed on all sides

Martin Strobel Hell-P

6.66″ single made of stainless steel – copper alloy front

Martin Strobel Hell-P

6.66″ single made of stainless steel – print back

Production

Martin Strobel Hell-P
Martin Strobel Hell-P
Martin Strobel Hell-P
Martin Strobel Hell-P
Martin Strobel Hell-P
Martin Strobel Hell-P

Release & Reactions

Martin Strobel Hell-P
Martin Strobel Hell-P
Martin Strobel Hell-P

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

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

D&AD Awards 2x Wood Pencil (Bronze), 1x Shortlist

Deutscher Digital Award Bronze

MAX-Award Silver

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

The One Show 1x Merit, 2x Shortlist

More Work