In Brief

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.

The copies of the album were tied to the railings and tree branches of the London Fields park with a tag that read:

“If you are reading this then you have probably found this album. After you have had a listen please sign the card and leave it in a place for someone else to find. Kind regards.”

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