This Is Yours: The London Fields’ Unusual Album Promotion
A band uses freecycling and casual publicity to promote their new offering.
The debut album of UK-based band The London Fields, This is Yours, was designed, packaged and promoted by the group’s family, friends and freecyclers. The campaign was conceptualized by designer Phil Bold and recycled all donated materials for the project. Cereal boxes were cut and painted to make CD sleeves while labels were made from parcel tags and string.