HELL HATH NO FURY

The Show 2018: Best of Show – Public Service

Creatives:
Matthew Cermak – Ani Djaferian – Kristi Battarbee – Amy Hardy
Creative Director: 
Mark Hellevik

The Basilica Block Party is an annual music festival put on by the Catholic Church, with the goal of raising money to restore the historic Basilica of St. Mary in downtown Minneapolis. The problem? During focus testing with our target audience, we started to hear a familiar tune — the church-sponsored party lacked the edge attendees have come to expect from big-stage events.

But what if we created a controversy between a feminist punk-rock trio and the Catholic Church? Yeah, that might do the trick.

Enter Hell Hath No Fury: a fictional punk band publicly quarreling with the Basilica of St. Mary and demanding a spot on the festival’s line-up.

 


So how did we punk the public into believing Hell Hath No Fury was a real band with a bone to pick?
That took creating a real band from the ground up.

We started by casting a trio of models, and transformed them into our fempunk badasses.

 

Once we had the talent, we wrote and recorded a three song album, entitled “The Boy, Shut Up E.P.”

 

To manufacture some streed cred, we plastered the town with fake gig posters (with real venues) and wheatpasted posters that demanded a spot on the Basilica Block Party’s line-up.

Then we got active on social media, posting music, events, and more. Every platform you’d expect a local band to have, we created and populated with content.
You know, your SoundClouds, your Facebooks, your Instagrams.

To tell the Hell Hath No Fury’s backstory, we created a real-life zine, along with a digital version on Instagram. 

And finally, to top it all off, we vandalized our own billboards.
They teach you that one in ad school?

Ok, fine, one more. We had the band climb on top of the Basilica of St. Mary and hang a banner from its belltower, in full view of Interstate 94.
We even had a brief run-in with Minneapolis’ finest. Ask me about it sometime.

The highlight of our guerilla campaign? Fooling the media.
Amy Hockert, Fox 9 (KMSP) reports.

A clip from Hell Hath No Fury’s music video for “Boy, Shut Up”.