Sebastian Haus // Creative Direction & Concept Sebastian Haus // Creative Direction & Concept

Growling Creatures

for Krombacher x Wacken Open Air

 

Being the new main sponsor of the world’s most legendary Metal festival, Krombacher was looking for an impactful way to combine their Metal commitment with their long-time engagement for species protection. But how to combine the world’s toughest music fans with animal welfare? With the first Metal band formed by endangered animals and a brand activation continued year by year.

 

ACTIVATION // FMCG // ACCENTURE SONG

«Too good actually.»

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It's 2022. The Growling Creatures drop their 3 song EP just before the festival and are officially announced as performing act on the main stage. Magazines feature and review (5/7 stars!) the release.

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The Wacken Open Air releases the band's song snippets and music videos as a teaser.

83,000 metalheads experience the premiere live at the main stage.

The strictly limited sale of merchandise at the festival and the donation of all streamed songs generate funds for NABU, Germany's largest nature conservation NGO.

2023:
The world’s loudest minute of silence

In the following year 2023, we continued the case and introduced the metalheads to the worlds "loudest minute of silence", drawing attention to endangered species once more. They delivered at 110.3 decibels and now set an official world record with the Growling Creatures.

2024:
Last time live.
Last time alive.

2024 we brought the unique alliance of heavy metal and species protection to a dramatic climax. At exactly 5 to 12 o'clock at night, the Growling Creatures took over the main stage in Wacken. As the final act of the official festival line-up the band delivered a wild heavy metal spectacle. Supported by 600 animated drones and handmade costumes.

+ Awards, Info & Credits

AGENCY
Accenture Song
TASKS
Concept
Art Direction
Team
Sebastian Haus (Senior Art)
Max Wort (Senior Copy)
Janin Falk (Illustration)
Falko Tilgner (Motion)
Florian Ludwig, Steffen König (ECD)
Thomas Knüwer (CCO)
Pitchback Studios (Music)
Awards
ADC Europe
Silver, Bronze
ADC Germany
3x Bronze, 2x Merit
ADC Global
Shortlist
Clio Advertising Award
Bronze, Shortlist
Clio Music Award
4x Bronze
Commaward
3x Bronze, 4x Finalist
Deutscher Digital Award
Gold, Silver, Shortlist
Deutscher Preis für Onlinekommunikation
Gold
Epica
Gold, Silver, Bronze, Finalist
Eurobest
4x Shortlist
European Festival Award
Gold
German Brand Award
Special Mention
London International Awards
Bronze, Finalist 
Marketing for Future Award
Bronze
New York Festivals
Silver, Bronze, 6x Finalist, 6x Shortlist 
Official World Record
Loudest growl of a crowd
One Show
8x Shortlist 
Red Dot
Best of the Best (Gold)
Webby
Gold, Nominee
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