Our team delivered film and social content to announce the arrival of the piano and we worked in partnership with George Michael’s estate to deliver international, national and regional PR coverage. The Creative Concern film team put together a lead film released in advance of the media announcement which was used by the ‘Independent’ online and newswires to promote the story. In addition, we produced a range of shorter films used for social media content during the announcement week.

We commissioned photography by Ant Clausen which was used by the media in print and online internationally, we also co-ordinated and supported film crews from ITV to capture interviews and footage as part of the PR announcement. Coverage was secured in fourteen countries with our 200 different stories recorded.

The upright Steinway piano, purchased by the singer songwriter in 2000, is now one of the most valuable musical instrument in rock ’n’ roll history. Strawberry Field holds a special place in the hearts of Beatles fans the world over for inspiring the song ‘Strawberry Fields Forever’. The song is based in part on Lennon’s childhood memories of visits to the Salvation Army children’s home to play in its suburban gardens.