Where pop stars go, album campaigns follow. They're part and parcel of standard promotion for a body of work released commercially.
You'll see adverts on the telly, posters on the tube and maybe even your favourite pop star performing on a prime-time TV show.
But sometimes, things can get a little...creative. Take, for example, last week when mysterious projections of the number 30 appeared at seemingly random places around the globe.
Most people caught on straight away - that they were signs new music from Adele was imminent. But the mystery of the advert's meaning was secondary to their impact - they got everyone talking.
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