We were asked to develop a design concept that attracts the sophisticated target group of Bureau B. Furthermore, we had to communicate the core value of the brand – experimental, avant-garde, extraordinary. So we worked out a corporate identity for the entire product launch including promotion materials that were all based on the same principle: involving the fans.

The campaign idea of – involving a concert crowd at a live event for the production of a one of a kind compilation lp – had been adopted to several channels. Not only the music but also the sleeve design, as well as a set of promotional material were made by the boots and legs from the fans.

Within three days Bureau B sold out all records and financed the entire production of the campaign. But more importantly Bootleg got the broader recognition and strengthened their image as the number one German music label for experimental and innovative sound.

Furthermore, the idea was picked up by many music blogs, magazines and exhibitions, worldwide. And all of that with 0 $ expenses.