Black Sabbath adverts 'emerge' from old posters in effective promotional campaign

“How did Black Sabbath manage to bag their first #1 album in 43 years?” you might have been thinking to yourself lately, following the band’s impressive chart feat last month. Well, sure, the heavy metal’s first record back with Ozzy Osbourne was always going to attract attention, but maybe this billboard campaign had a small part to play in it too.

As FACT note, ad agency McCann Copenhagen designed a campaign fitting to the band’s recent resurgence of sorts, planting the Black Sabbath logo under a series of posters, before stripping back the posters to reveal the image.

The company’s CEO, Morten Ingermann told Creative Review: “For some time we had been fascinated by the almost endless layers of posters that cover our city walls. What if we dug our way through them. Imagine what we could find?”

Black Sabbath’s 13 recently charted at #1 in both the UK and the U.S. You can check out photos of this ad campaign above and below.