The world’s most famous piano

The Salvation Army
Marking John Lennon's birthday at Strawberry Field
Filming, content creation and PR

We worked with the Salvation Army to celebrate and promote the arrival of one of the world’s most famous pianos to Strawberry Field, Liverpool.

The world-famous piano was used by John Lennon to compose and record one of the great peace anthems of the 20th century ‘Imagine’ and is now on loan to the Strawberry Field exhibition in Liverpool, courtesy of the estate of the late George Michael. The piano went on display at Strawberry Field to coincide with what would have been John Lennon’s 80th birthday.

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.

Promotional film for online and social media

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.

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