For the 50th anniversary of The Beatles’ Sgt. Pepper’s Lonely Hearts Club Band, Capitol Records released a new edition remixed by Giles Martin, George Martin’s son. To fully celebrate the landmark album, special events, pop up shops and outdoor advertising activations occurred around the world from London to Los Angeles to Tokyo.

Dash Two had a hand in many of the outdoor advertising activations and events but this was a huge effort by a number of advertising and media agencies to creatively celebrate The Beatles’ landmark achievement, Sgt. Pepper’s Lonely Hearts Club Band.

Highlights of the 50th Anniversary Celebration



Sgt. Pepper at Capitol Studios in Los Angeles

Sgt. Pepper himself made an appearance at the old Capital Studios building in Los Angeles.


Flying the 50th Anniversary Flag

As part of his visit to Capitol Records, Sgt. Pepper hoisted a flag atop the building in a unique outdoor advertising event.


Hollywood Hills Posters

Over in the Hollywood Hills, posters went up for the remixed edition of Sgt. Pepper’s Lonely Hearts Club Band.


Tokyo Pop-Up Shop

A number of pop-up shops were created, like this one in Tokyo, to sell deluxe album editions as well as a variety of Beatles merch including t-shirts. You can see the range of available offerings at The Beatles Store online.


Times Square Billboard

Back on the East Coast the celebration went Times Square size with a fittingly huge multi-sided billboard.


Posters in East Williamsburg, Brooklyn

While over in the wilds of Williamsburg, wild posting was the order of the day.


Abbey Road Studios in London

At Abbey Road Studios in London, where Sgt. Pepper’s was recorded, the front gates were decorated. Note the clever use of the floral arrangement from the iconic album cover designed by Peter Blake and Jann Haworth in this excellent example of outdoor advertising beyond the norm.


Painted Crosswalk at Abbey Road Studios

It’s claimed that fans got in on the action and painted the crosswalk shown in the legendary Abbey Road album cover. Whoever gets the credit, the colors are clearly inspired by the Sgt. Pepper’s album cover and someone’s parked some tastefully matching cars nearby.


Liverpool Posters

In Liverpool, birthplace of The Beatles, street posters went up for the event.


Shoreditch High Street Billboard

While the Shoreditch High Street station in London featured an elaborate billboard with a fun build-out of The Beatles heads and an impressive floral arrangment below from the album cover. Now that’s impressive outdoor advertising!


Bootleg Beatles at Royal Albert Hall

And if you can’t book The Beatles, you can always book The Bootleg Beatles, in this case for a concert at, yes, The Royal Albert Hall with, of course, The Liverpool Philharmonic Orchestra!

Gino Sesto

Gino Sesto

Gino Sesto is the Founder of DASH TWO, a Digital and Outdoor Advertising Agency based out of Culver City, CA. He has extensive experience and knowledge within the advertising industry, covering all formats from traditional media to digital media. Gino has over 25 years of experience and has helped with the release of several #1 records, including Bone Thugs N Harmony, The Offspring, Eminem, Jay-Z and more. Over the last 3 years, Gino has grown DASH TWO from 5 employees to over 20 employees and has expanded the company by opening a satellite office in Nashville, TN. Outside of DASH TWO, Gino is also a avid Certified Flight Instructor and is an active member of AOPA and The Entrepreneur Organization.

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