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Michael Jackson Diamond Celebration – Sony Music

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THE CHALLENGE

As part of a Global celebration of Michael Jackson’s 50th Anniversary and the timely release of ‘The Diamond Celebration’ album, Sony Music wanted to make a giant statement to generate PR and provide a focal point for the launch and for fans to join in with the celebrations.

THE EXECUTION

We created a giant, ‘diamond’ encrusted crown on Observation Point! Utilising more than One Million diamante diamonds the giant crown was constructed in secret and unveiled to a crowd of journalists, influencers and super-fans, providing a focal point for the celebrations and a photo opportunity at the iconic London location.

THE OUTCOME

The event created an enormous amount of coverage with images, videos and stories of the diamond crown appearing across the World – from Asia to USA via ITV, BBC, Reuters, and other major news networks.

The activation also linked to a simultaneous exhibition at the National Portrait Gallery.


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