| Title | Time to listen to your T-shirt |
| Agency | Mutant |
| Campaign | Time to listen to your T-shirt |
| Advertiser | VRT |
| Brand | The Loudest List |
| Posted | December 2020 |
| Business Sector | TV/Radio Programs & Stations |
| Story | Heavy metal is not the easiest music in the world. But its visual style is very popular. aOver the past few years T-shirts of iconic metal bands such as AC/DC, Iron Maiden and Mötorhead have become popular fashion items for anyone but metal heads. Kylie Jenner, Kim Kardashian, Gigi Hadid and many, many more have all been spotted with band shirts. The tees became even more mainstream when big retailers like H&M and Zalando started mass producing them. We invited everyone to listen to their T-shirt in print, online and TV ads using images of real, local influencers wearing metal band shirts. On Instagram we commented on their fashion pictures by searching hashtags like #bandtee. We also took to Twitter and tagged world famous celebrities like Kendal Jenner and Justin Bieber who were spotted wearing metal band shirts. The call to action was simple: Time to listen to your T-shirt. Here's to educating influencers about metal. If you know one, tell them to listen to their T-shirt. |
| Problem | Belgian radio station 'Studio Brussel' has an annual metal special called 'The Loudest List' (De Zwaarste Lijst in Dutch). The special lists the best of all time metal music. |
| Media Type | Television |
| Creative Director | Odin Saillé |
| Strategic Director | Odin Saillé |
| Client Director | Emilie Kino |
| Creative Team | Olaf Meuleman |
| Creative Team | Johan Van Oeckel |
| Designer | Steven de Vlieger |
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