Morten Igermann, CEO of McCann Copenhagen, the agency responsable for the poster campaign, told Creative Review magazine that ""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?"
"The installations were created in different sizes and shapes and we put them up at different poster sights in crowded areas of Copenhagen," Ingermann says.
"We simulated the effect by glueing together layers of old posters and then carving out the holes by hand. It took forever but in the end we think all the hard labour paid off."
Agency: McCann Copenhagen
Creative Director: Mads Ohrt
Creative team: Andreas Rasmussen, Janus Hansen
Account manager: Celina Aagaard
Client: Universal Music Denmark