The iconic Swedish pop group ABBA have emerged from a 38-year hiatus, announcing the launch of their new album ‘Voyage’ with a spectacular series of live activations across the globe overnight.
Here in Australia, the Sydney Harbour Bridge pylons featured the projected avatars of Agnetha, Björn, Benny, and Anni-Frid, which were accompanied by a glittering light display across the Bridge arch.
Destination NSW CEO Steve Cox described the tribute as recognition of a significant milestone for one of the world’s greatest bands.
“We know that the vibrant imagery of ABBA illuminated onto the Sydney Harbour Bridge will bring hope and inspiration to all, inspiring our international friends to start planning their trip to Sydney for when international borders re-open,” he said.
Sydney joined Tokyo, London, New York, Stockholm, Rio, Reykjavik, Berlin, and Cape Town as part of the global album launch last night, with a spokesperson from ABBA stating that Sydney has held a special place in the band’s hearts since they visited in 1977 on their first and only tour of Australia.
BRING, Universal Music Sydney’s creative agency, produced the campaign which was activated in partnership with DNSW.
General Manager at BRING, Adam Ireland said streaming data showed Sydney has the fourth highest volume of steams for ABBA, exceeding global benchmarks.
“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,” he said.
The activation was broadcast via live stream on ABBA’s official YouTube Channel. An innovative new concert was announced alongside the album launch, which will see the band performing digitally with a live 10-piece band in London next year.
Photos: Will Hartl / DNSW