ABBA lights up Sydney Harbour Bridge ahead of reunion concert
Images of the Swedish pop group ABBA were projected on the Sydney Harbour Bridge via creative agency Bring and activated in partnership with Destination NSW.
The announcement:
ABBA, one of the most successful pop groups of all time, have today announced that, for the first time in 40 years they are back, with a revolutionary new concert that will see Agnetha, Björn, Benny and Anni-Frid performing digitally with a live 10-piece band, in a purpose-built arena in London from Spring 2022, and a brand new studio album called Voyage.
To celebrate the announcement, the iconic music sensations officially motivated their fans into a frenzy earlier this morning via a series of spectacular global moments in keeping with their unprecedented popularity and legendary status.
In Sydney striking avatars of Agnetha, Björn, Benny, and Anni-Frid illuminated the Pylons of the iconic Sydney Harbour Bridge accompanied by a dazzling light display across the Bridge arch.
The Sydney event in planning for many months, was crafted by creative agency BRING, Universal Music for Brands, and activated in partnership with Destination NSW.
“We couldn’t be more thrilled for Sydney to be part of our global album launch. Sydney has always been a special city to us and we have wonderful memories of the time we spent performing in Australia”, said ABBA.
Sydney joined seven other cities around the world – Tokyo, London, New York, Stockholm, Rio, Reykjavik, Berlin, Cape Town – in celebrating the much-anticipated album with the Sydney Harbour Bridge featured in a livestream on ABBA’s official YouTube Channel.
Adam Ireland, General Manager, BRING Creative Agency said; “When we heard of the imminent release of ABBA Voyage and unwrapped stories of the band’s history with Sydney, we knew there was no better fit than DNSW, and no better place than our wonderous harbourside. Our creative vision was backed up by the fact that Sydney has the fourth highest volume of streams for ABBA, exceeding global benchmarks.”
Beyond the streaming numbers, the band have enjoyed many great moments in Australia. Their Best of ABBA TV special in 1976 became the highest viewed show in Australian TV history at the time. Their 1977 tour showcased their artistry to 160,000 people across 11 dates. Despite only visiting twice in their career, their fandom has never diminished, and ABBA fans have been waiting and dreaming of this great moment for decades.
Credits:
BRING
Adam Ireland, General Manager
Brooke Pilton, Music Partnerships Director
James Griffiths, Executive Creative Director
Production Company: Milkmoney:
Senior Producer: Emma Whitehouse
Creative Director: Ethan Mclean
Head of Production: Carrie Williams
Tech partner: Gravity
Stills Photographer: Will HartlDigital projections by The Electric Canvas
Sydney Harbour Bridge Lighting Design: Mandylights
Richard Neville
Nick Sheen
Matt Quince
Andy Vercoe
Kayla BurrettUniversal Music Australia
Darren Aboud, Managing Director, International
Michelle Tier, Artist Development Lead International
Source: Bring media release
