John Lennon Strawberry Fields

Agency Network: 
August 2010

Description: John Lennon, The NYC Years: To promote the opening of this exhibit at The Rock & Roll Hall of Fame Annex, 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.

Insight: 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 & died was dedicated to John’s memory. It was named Strawberry Fields.

Ambient advertisment created by KNARF, United States for The Rock & Roll Hall of Fame, within the category: Recreation, Leisure.

Advertising Agency: Knarf, New York, USA
Creative Director: Frank Anselmo
Art Directors: Michael Lubrano, Kimberly Yau
Copywriters: Kimberly Yau, Michael Lubrano

Comments (24)

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Highest Rated

TommyO's picture
Activity Score 1866

Yeah, I like it a lot.

adsadsads's picture
Activity Score 130

Wow. I've never seen an invitation where people go to the invitation rather than vise-versa.
Very clever and very appropriate. I saw this on the news.
Perhaps the best invite ever. A+++

Guest's picture

Amazing! John Lennon would have loved this.

Long live John.

Guest's picture

Very Nice

adsrule's picture
Activity Score 181

Innovative indeed! Great going.

Guest's picture

This idea sure reaches the target as long as there was someone to replant strawberries as they were taken. Like this a lot.

tytpol's picture
Activity Score 777

: D

TommyO's picture
Activity Score 1866

Yeah, I like it a lot.

Reality Check's picture
Reality Check
Activity Score 2539

"The Rock & Roll Hall of Fame: John Lennon Strawberry Fields" is a wonderful, absorbing ambient invitation.

Ed Rapport's picture
Ed Rapport
Activity Score 724

I like strawberries and I like John Lennon..

Guest's picture

Surprisingly creative-just like John Lennon & The Beatles.

anotheropinion's picture
Activity Score 132

Love it.

"All you need is love"

rurorjuror's picture
Activity Score 745

great concept, great reason :)

doubleoseven's picture
Activity Score 106

This idea is not interesting for those who don't know the reference of the "Strawberry Fields Forever" song.
I'm sure the target loved these. Smart that it does not say "Strawberry Fields" anywhere and it's just imagery for Lennon fans.
Lennon fans, check out this trailer for a movie coming out soon about John Lennon's very early years:

Guest's picture


CommandZ's picture
Activity Score 2498

Yes, John would of approved. Love it. Nice work.

Guest's picture

Saw the clip on the news about this campaign.
Heard the exhibit was incredible, but unfortunately missed it.
Very upsetting. Wonderfully brilliant concept.

Guest's picture

smarter than smart. very clever solution to a topic that easily could have become overly emotional or smarmy.

elmerella's picture
Activity Score 33

very, very smart. could have been something to emotional or maudlin. this is clever and doesn't just depend on the cache of lennon's name.

Guest's picture

Very cool idea. We were at Strawberry Fields almost 2 years ago.

Migzter13's picture
Activity Score 973

John would be proud! I'd love to have one of those!

Stop Mediocrity. Start Creativity.
There are two kinds of people in the world; people who like mustangs (cool people) and people who like camaros (idiots).

Guest's picture


Guest's picture

All you need is love...and great ideas like this. Bravo!

Moonshark's picture
Activity Score 139


IRONWORKS's picture
Activity Score 222