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If Adele really is behind this cryptic ad campaign, it's genius

Kuala Lumpur and Adele's album cover.
(Image credit: Sony/AdeleDailyNet/Future)

Over the past few days, a mysterious projection has been spotted on landmarks all over the world, from the Eiffel Tower in Paris to Christ the Redeemer in Rio de Janeiro. But are these cryptic projections related to pop-sensation Adele?

If you've been wandering the streets of iconic cities over the past few days, you may have stumbled across a large projected number 30. Fans of Adele speculate that the projections are part of the campaign for her upcoming album, which might be called 30. Plastering your album title over the Empire State Building almost makes these 42 of the best billboard designs look insignificant. 

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The projections have been spotted everywhere from Edinburgh Castle to the Brandenburg Gate in Berlin to the Colosseum in Rome and feature the number 30 in two different typefaces — one a thin font, similar to that used on the 21 album cover (opens in new tab), and another a layered font similar to the 25 (opens in new tab) album campaign typography. 

A comparison between the album 21/25 and the pjected number 30 in Edinburgh and Berlin.

We can see a similarity between the album's typography and the 30s that are projected over the world (Image credit: Sony/AdeleDailyNet/Future)

Adele has named every album she has released after the age she started it at (19, 21, 25) so it makes sense that her next could be called 30, seeing as now she is 33. And with rumours being fuelled by music giants like Ed Sheeran stating (opens in new tab) that Adele's upcoming music could knock 'Bad Habits' off the top spot for song of the year, and Nicky Minaj confirming a collaboration (opens in new tab), it seems all too likely that an album is on its way. 

It's safe to say that if this is part of an album campaign, it's complete genius. Everyone is talking about the mysterious 30s and 'Adele' was even trending on Twitter (the designers behind Tiffany's controversial Not Your Mother's Tiffany campaign should take notes.) If Adele isn't responsible for these 30s, then we have absolutely no clue what else it could be, unless it's related to Disneyland Paris' 30th anniversary, but we seriously doubt that. 

One Twitter user tweeted (opens in new tab) that he spoke to someone setting up one of the projectors, and confirmed that whilst he didn't know what it was for, he was contracted by Sony. It was back in 2016 that Adele signed the most expensive record deal (opens in new tab) a British artist has ever signed with Sony Records — it's looking like all roads lead to Adele. 

Of course, an artist as big as Adele has built a huge fan base, and with rumours of a new album brewing, the fans are getting very excited. People have taken to Twitter to conspire about the curious 30s and to express excitement about a potential new Adele album, which has lead to a number of very funny tweets. 

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Only time will tell whether this is a campaign for Adele's upcoming album or a complete mystery. If you can't wait for the new Adele, then check out our roundup of the best noise-cancelling headphones, for that truly immersive musical experience.

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Amelia Bamsey is Creative Bloq’s Staff Writer. After accomplishing a first class honours degree in Popular Music and a Master’s in Song Writing, Amelia began designing posters, logos, album covers and websites for musicians. She now enjoys covering many design topics on Creative Bloq, including posters, gaming and illustration. In her free time, she relishes in the likes of art (especially the Pre-Raphaelites), photography and literature. Amelia prides herself on her unorthodox creative methods, her Animal Crossing island and her extensive music library.