Our idea :

Put at the center the ultimate symbol of metal music, the two-finger gesture, in order to show that metal music never gets old. So we have create a two-fingers glove as an epitome of metal music.

We first created a Facebook video without media buying. Very quickly, our video was widely broadcasted on French TV.

Then, it was the turn for the German and the American TVs to broadcast it.

Our campaign was based on this video and the original idea we had was to create specific three-finger gloves which stand for the epitome of metal music.

We then send them widely to influencers, journalists and bloggers.

The Facebook video reached 5 million views in 5 days without any media spent and 200 000 shares.

We had 1751 press coverages and Metallica became directly after the campaign #1 on the album chart.