For the release of the new Love Of Lesbian album, V.E.H.N, in April of this year we wanted to project the concept of travel. On the one hand, because of the album’s title (Epic Journey To Nowhere); and on the other, taking advantage of the insight we have all had recently – i.e. not being able to travel because of the pandemic. As such, we wanted fans to be able to travel with Love Of Lesbian.

Everything started with ‘Cosmos’ (the first single). In order for it to be up to scratch with what fans already expected, and four years after their last work, we published a video entitled ‘Breaking News’ announcing their return, which was uploaded to their social media, thus starting this journey. This video, along with the song teasers, has become one of their most interacted with posts.

Three released singles later, we wanted to concentrate on the presentation of the album. And continuing with the concept of travel, we set out all the actions as if they were different “stops” on the journey.

The first was creating the necessary documents for the journey: a V.E.H.N passport, with its own cover, and a personalised boarding pass with the names of the recipients. As well as the passports which were sent as invitations to the event, others were created to send to friends of the band, artists, and influencers. All of these were personalised and had a direct link to the album.

The second stop was a bus stop (OOH format) in the very center of Madrid (Gran Vía) totally customised to look like a pool – as on the cover of the album. Also, this bus stop was at the center of a competition directed towards fans, with the prize that they would be able to attend the release event. For one day, the quickest people could move closer to the bus stop to take photos to participate.

And last but not least, a presentation event to media and fans in the spectacular esplanade of the Gran Teatro Príncipe Pío, accompanied by a worldwide streaming showcase broadcast from its YouTube channel.