Rock band ACDC has promoted the launch of new album Rock Or Bust through explosions at a Polish quarry, which say the band’s logo blown out of a large rock.
A collaboration between Drum, Curb Media, Manning Gottlieb OMD, Columbia Records UK and Talon, the video of the explosion – set to the album’s title track – was released simultaneously worldwide on Facebook, YouTube and Instagram.
James Thomas, business director at Manning Gottlieb OMD, said: “We wanted to do something sufficiently rock and roll for the launch of this album. An execution that required explosives, massive boulders, remote control drones and being shot in a country with more relaxed health and safety laws seemed entirely appropriate.”
Released at 8pm GMT on 1 December, the video has clocked up over two million views in under 24 hours.
Ravi Ruparel, partner and chief operating officer of Curb Media, said: “From sculpture to drones and pyrotechnics to state of the art film production, we threw everything at this project. For one of the world’s biggest rock bands, we wanted to create something iconic. The record company loved the idea of blowing rock up to reveal their name and early indications are that their fans love it, too.”
The exploding rock was filmed in two locations in Krakow, Poland, including the Czatkowice quarry and the Alvernia film Studios.