Diabolical

Oscar Powell billboard installation

Legendary punk rocker Steve Albini really, really doesn’t like dance music. Not even a tiny bit. Electronic producer, Oscar Powell had no idea. He sent Albini an email asking to sample one of his vocals and got the all clear, but the email also came attached with a massive rant about his hatred for “mechanised dance music”.

To promote his latest album, we helped Powell turn the rant into a huge bespoke billboard, attached with a 3D logo on Commercial Street, East London to create a PR and social media storm. The show stopping campaign received an amazing amount of coverage in all the major music titles including NME, Pitchfork, The Quietus and 405 to name but a few. It also managed to hit mainstream media, with the Guardian and the Independent covering the campaign. This is a brilliant example of how just one billboard with a clever idea can create tons and tons of awareness and social sharing.