The theme of horror isn’t something you usually associate with the holidays. We had to find a way to cut through the abundance of the usual imagery seen around the holidays.

Posters were placed around the city leading up to the event as well as at the event. The posters were installed in various unconventional ways. The ‘Red Tape’ poster was held up with the same red duct tape that mimicked Gene Simmons’ tongue. The ‘Make-Up’ posters were placed in the men’s washrooms the night of the event and featured real black and white make-up KISS fans could use to touch up their own KISS make-up. The ‘Tongue Dispenser’ poster was installed the night of the event and dispensed real raffle tickets through a hole in the poster. We also relied on the fanatical nature of KISS fans to share photos of the posters across social media and KISS fan blogs.

The posters launched in December 2012. They received a lot of buzz online, being featured on numerous blogs, websites and throughout social media. The posters succeeded in increasing magazine sales into 2013.