An album launch built around one word, cut for the street, the feed and the room.
Launch · Social · OOH
Heavy.
Hartline wanted a number-one debut for its biggest record of the year. We gave the album one word and put it everywhere its listeners already were.
The challenge
A second album on a crowded Friday.
Release week landed on the same Friday as two major-label records. Hartline's audience was loyal but small, and playlists decide most debuts in the first 72 hours. The album had to feel unavoidable in the week before anyone could hear it.
The idea
One word, on every wall.
We stripped the campaign back to the title. Black posters carrying only the word ran across six cities, the same word sat on every channel the band owned, and the first listen happened in rooms, not feeds: 30 listening parties in fans' own cities, phones in pouches at the door.
What we made
One word, one colour and one room, repeated until it was the only thing fans talked about.
- Fly-posting in six cities
- 30 listening parties, phones pouched
- Countdown content for the band's channels
- Seeding to 120 music creators
- Release-week paid on streaming and social
Release week
They talked us out of a big launch film. The posters and the rooms did more than any ad we have run.”
Pell Skin, 2024Bare Faced.2.4×return on paid social