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Bohemian Rhapsody
In celebration of the release of the movie Bohemian Rhapsody, Sister London collaborated with Twentieth Century Fox and Regency Enterprises to create an exclusive light installation, displayed down the full length of world famous Carnaby Street. On Sunday 21 October, Sister hosted an official light Switch On event starring Queen legends Brian May and Brian May as well as stars of the movie Rami Malek, Lucy Boynton, Gwilym Lee, Ben Hardy, Allen Leech and Joe Mazzello.The switch on gathered thousands of fans, some who had travelled overseas, to the centre of Carnaby. The guests were dazzled by the giant colourful neon lyrics including Queen’s iconic opening ‘Is this the real life? Is this just fantasy?’ along with the playful ‘Galileo’ and ‘Figaro’. Hailed as one of the greatest rock songs of all time and topping charts as a best-selling single for over forty years, Freddie Mercury’s lyrics shone bright on Carnaby Street until January 2019.


Campaign Results:

120 pieces of press coverage in 14 countries

Total media circulation: 498 million

Total post switch on event video views: 90,000

Alongside the installation, Sister supported addition campaign elements; including Freddie For A Day, a live music and fundraising celebration on Freddie Mercury’s birthday to support The Mercury Phoenix Trust and the Queen Bohemian Rhapsody pop up retail shop and exhibition. Located at 3 Carnaby Street, Sister hosted a press and VIP private view & exclusive launch of global experiential store which was later visited by Brain May, Roger Taylor and the cast of the movie on the installation launch night.

Sister secured 120 pieces of press coverage including Evening Standard, Hello Magazine, Metro, The Guardian, Time Out, Forbes, ITV News, NME, Smooth Radio, BBC London News, Absolute Radio, WGSN and Campaign. International coverage included; China Plus News, El Iberico, Londres Magazine and Londra Da Vivere. Sister partnered with influencer @London to pre-promote the event and on a post event video with a total reach of 1.9 million.

The campaign was supported on social media by Brian May, Queen, Gwilym Lee, Twentieth Century Fox, Time Out, London On The Inside, London’s Best, Visit London and Metro. Shaftesbury, the innovative landlord and owners of Carnaby, have collaborated with Twentieth Century Fox and Regency Enterprises on this unprecedented installation.