Not many people knew what it was for, and it got people talking. Eventually it was revealed to be the album artwork for the new Bring Me The Horizon album. The symbol they used is so iconic, and very different to their other album artwork:
I think this way of promoting something is quite risky, but this worked very well. The whole campaign was very cryptic and got people talking about what it could be about. Overall I think this campaign was a success, and I really like their new approach!
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