To tell the story, the creative team used a very traditional music-promotion medium. But in a new and fresh way.

At wild poster sites in Copenhagen, the creative team dug their way through many layers of posters and resurrected the legends.

The result was a series of eye-catching installations that stood out from the rest of all the other music posters.

To use a traditional outdoor medium in a new way proved to be the right choice.

On the street people couldn't help but stop and pay attention to the billboard.

And more than that, they shared it.

People were intrigued by the installations and pictures of the billboard quickly started to spread online on thousands of blogs worldwide.

All helping us reach our goal: To bring Black Sabbath back from the darkness.

All done with a good idea and the art of craftsmanship.

And the album?

It went number one in Denmark.