Slayer Giveaway: Win the Limited Repentless Hell-P Collectible | Clapboard Ad Archive

Giveaway: Enter To Win Repentless HELL-P

Description

In 2020, Slayer, one of the most iconic metal bands in history, marked the end of their extraordinary four-decade reign with a groundbreaking campaign titled Giveaway: Enter To Win Repentless HELL-P, developed by Kolle Rebbe and launched in Germany. This direct marketing initiative celebrated the band’s final world tour and the release of their live album, The Repentless Killogy, by introducing an innovative and exclusive collectible: The HELL-P. This 6.66-inch single, engraved with "Repentless" and recorded live at The Forum in Inglewood, CA, was crafted from stainless steel and copper, symbolizing durability to withstand even the fires of hell. The campaign’s bold messaging and unique product design aligned perfectly with Slayer’s fierce and rebellious brand identity, offering fans a chance to possess a piece of metal history that could only be “played” in one dramatic way – by setting it on fire. With only six copies available to win, the giveaway created an aura of rarity and exclusivity, intensifying engagement among Slayer’s passionate fanbase and music enthusiasts. The campaign leveraged direct communication channels to generate excitement and foster a personal connection with the audience, driving traffic to the contest landing page while amplifying the legacy of the band’s final chapter. By merging music culture with immersive and memorable experiential elements, the campaign not only celebrated Slayer’s enduring influence in the metal scene but also pushed creative boundaries in music merchandising. Slayer’s strategic use of social media platforms and official band channels ensured broad visibility and participation, reinforcing their commanding presence in the music and recreation industries. The Giveaway: Enter To Win Repentless HELL-P exemplifies how authentic storytelling combined with unique, tactile fan experiences can elevate brand loyalty and create lasting impact in a competitive entertainment market.

Credits

Client

Slayer

Agency

Kolle Rebbe

Executive Creative Director

Thomas Knüwer

Creative Director

Alexander Michaelsen

Art Director

Martin Strobel

Executive Director Integrated Production

Alexander Schillinsky

Production House

Martin Lühe

Illustration

Janin Heymach

Campaign Proposition

This campaign leverages Slayer’s legacy as a pioneering metal band to create a highly distinctive and symbolic collectible, reinforcing the brand’s identity rooted in rebellion, endurance, and an uncompromising hardcore aesthetic. By offering the “HELL-P”—a limited-edition 6.66” stainless steel and copper single engraved with "Repentless" and recorded live—Slayer emphasizes authenticity and exclusivity, appealing to its core fanbase’s desire for unique, tangible connections to the band’s final chapter. The proposition centers on the fusion of music and ritual, symbolized by the provocative instruction to “set it on fire,” which aligns with the band’s dark, intense mythology and deepens the experiential value of the product beyond conventional memorabilia. The campaign’s market strategy cleverly targets devoted metal enthusiasts and collectors engaged in both the music and cultural lifestyle surrounding Slayer. By framing the giveaway as access to an artifact “only Slayer could pull off,” it taps into fans’ emotional investment in the band’s four-decade journey and the significance of its farewell tour and live album release. The use of gothic and infernal motifs connects with the audience’s affinity for theatricality and defiance, while the direct medium choice and limited quantity (only six copies) create a sense of urgency and exclusiveness. Geographically focused in Germany yet globally resonant through digital channels like YouTube and social media, the campaign reinforces Slayer’s international cultural footprint while mobilizing a niche but passionate segment. Overall, its creative angle blends heritage, rarity, and ritualistic engagement to sustain brand relevance and deepen fan loyalty at a pivotal moment in Slayer’s history.

Creative Device

FORMAT#11 UNIQUE PERSONALITY PROPERTY — Highlights a unique feature, origin, or distinctive product identity. This campaign centers entirely on the extraordinary distinctiveness of the "HELL-P" collectible, forged from metal, engraved, and intended to be set on fire to play—a dramatic twist that ties directly to Slayer’s hellish brand identity. There is no story arc, celebrity presenter, testimonial, or explicit comparison. Instead, the communication showcases the product’s bizarre, standout qualities that only Slayer could conceive, emphasizing its uniqueness and origin as a badge of the band’s extreme personality and legacy. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats