We kicked off, phase one of the campaign in January, with some text only, black and white posters. The idea was to tease Prodigy fans in the lead up to the album release, with posters being dotted around London, Manchester, Leeds, Birmingham and Glasgow.
After months of anticipation, we then revealed the striking, fox album artwork, which the Prodigy had seemingly tailored to their nocturnal rave audience. From the 19th of March, through to the end of the release week, we executed the rest of the campaign in the form of 60x40s and 48 sheets in the same locations as the teaser campaign. Mysteriously, giant foxes started to appear on the streets as well – we have no idea where they came from.
The Day Is My Enemy topped the UK album charts on the first week of the release to take the number one spot – we’d like to think we had a little bit to do with this.