Policy messages in Brussels have to compete for attention. They often get swamped in the plethora of other positions and the tidal wave of documents policy makers get every day. We worked with MPE to develop a concept that would make some noise: Metal Forever! We designed a campaign concept centered around a group of (gentle) rockers who know why they love metal. Through strong visuals, that were shot for the campaign, clever copy and guerilla style communications we enabled MPE to make some noise.