The Rock & Roll Hall of Fame Annex NYC promoted their May 2009 exhibit, “John Lennon, The NYC Years”, with “Strawberry Fields”, an ambient campaign in New York City. Die-cut strawberries containing the event info were mounted on stakes, then planted in the Strawberry Fields section of Central Park in New York. Instead of mailing/distributing invites by conventional means, pedestrians actually picked the strawberry invitations from the grounds of Strawberry Fields, located across the street from where Lennon lived and was murdered–making the experience a very personal one. The John Lennon exhibit became the most successful exhibit in the museum’s history.
Strawberry Fields was a Salvation Army children’s home in Liverpool, England where John Lennon often played as a child. Lennon later wrote a song about it titled Strawberry Fields Forever, with The Beatles. After John Lennon was murdered, a section of Central Park, located across the street from where Lennon lived and died was dedicated to John’s memory. It was named Strawberry Fields.
The Strawberry Fields campaign was developed at KNARF, New York, by creative director Frank Anselmo, art directors/copywriters Michael Lubrano and Kimberly Yao.