Atlantic Records: Ed Sheeran’s ‘No.6 Collaborations Project’

Mail Metro Media and Atlantic Records heat up commuters’ journeys with a ‘thermo’ cover wrap to celebrate the launch of Ed Sheeran’s No.6 Collaborations Project.

Brand: Atlantic Records
Platform: Print
Dates: 12th July 2019

  • The campaign aimed to harness the speculation around Ed’s big album launch, to reveal his collaborations in a fresh, unique way and deliver something standout to a young audience
  • Thermochromic ink was used to create an innovative ‘rub and reveal’ print solution, which was applied to two areas of a glossy Metro newspaper cover wrap featuring the artwork
  • 10,000 special copies were distributed to commuters around London on the day of the release
  • The heat-sensitive ink faded when rubbed, to reveal the album name and a list of collaborative artists

You can view the full campaign here.


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