Case Study
Green Day: 21 st
Century Breakdown
Agency: Warner Bros. Records
Execution: Attack!

Project Challenge
Make it the Release of the 21st Century
Warner Brothers’ Records needed to increase
excitement and build awareness of Green Day’s
latest album, 21st Century Breakdown, the week prior
to its release.

Winning Strategy
The Straight Up-Down Approach
• Attack! executed a three part guerrilla program
incorporating stenciling, postering and projections in
New York City
• Execution focused on areas surrounding Green
Day’s various press stops
• Attack! street teams stenciled over twenty large,
biodegradable stencils and placed and distributed
3,000 posters
• As a nighttime compliment, Attack!’s guerrilla
projectionists displayed Green Day footage on open
building walls in busy areas of the city, while
speakers streamed clips from the new album

Highlights and Results
• 3,000 posters distributed
• 25 stencils sprayed
• 20ftx30ft Guerrilla Projections
To watch a full video of the
event, please visit:
http://www.attackmarketing.net/attack-green-day.php

Client Testimonials
“… two of the band members saw the stencils and were
thrilled…. Warner Brother Records is happy, Green Day is
happy, and Attack! Marketing are my heroes. Thank you
for an amazing job well-done!”
-–Mikael Mossberg, Warner Brother Records

Photos

About Attack! Marketing
•Attack! is a nationwide field marketing agency, partnering with other
agencies to provide staffing resources, promotional support, logistics, and
fulfillment focused on developing successful brand experiences
• At the core of our success is turn-key field marketing services, enabling
agencies to deliver the best in field marketing, guerrilla and non-traditional
marketing, and out-of-home media
•Since 2001, our award-winning team has worked with agencies to
promote over 300 of the country's best brands
•Recognized within our industry for delivering the best in staffing, training,
and 24-hour customer support
Let us know how we can be your agent on the inside™.
For general inquiries, please write to us at info@attackmarketing.net
or call us toll free at: 866.944.ATTK(2885)