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Vintage unveils giant Magic Eye billboard to celebrate Gabrielle Zevin novel
Vintage, an imprint of Penguin Random House, has unveiled a giant Magic Eye billboard to celebrate the Gabrielle Zevin novel Tomorrow, and Tomorrow, and Tomorrow. An eight-sheet billboard displaying a custom-made Magic Eye was unveiled near Waterloo Station and the Old Vic Theatre on 16th December, and will be live until 30th December.
The design is inspired by a scene from the book where the two main characters, Sam and Sadie, are reunited for the first time as adults in front of an advert for a Magic Eye at a busy train station.
The billboard includes a code that visitors can scan to listen to an audio extract of the book. Vintage are hoping to encourage fans of the book to meet by the billboard to try to figure out the hidden message.
The billboard is the latest scheme in the "Vintage marketing team’s creativity", as they have embraced the nostalgia that the ‘90s setting of the novel offers. Other promotional campaigns include the 8-bit avatar generator created for hardback publication, a Donkey Kong arcade machine housed in Waterstones stores, and limited edition slipcase PC-DVD proofs to the literal Easter eggs created as a nod to the gaming themes in the book.
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The campaign was shortlisted for the Marketing Week 2023 Awards and the British Book Awards Marketing Strategy of the Year 2023, among others, and won multiple awards at the Book Marketing Society.
Katrina Northern, Vintage senior marketing manager said: "Tomorrow, and Tomorrow, and Tomorrow has creativity and connection at its very core. This exciting collaboration feels like the perfect festive celebration for a book that has captured so many readers’ hearts. We are so excited to be able to bring this iconic first scene to life in this nostalgic and sensational way."
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Zevin said: "The moment where Sam and Sadie encounter an advertisement for the Magic Eye® in a train station during the holidays is the opening of Tomorrow and one of the first scenes I wrote for the book. It is unreal to see this scene brought to life by the endlessly creative team at Vintage and Magic Eye® themselves. I can’t wait for readers to see this – how often can one honestly say that about an ad? Spectacular.’
Cheri Smith, owner of Magic Eye, says: ‘We are excited to share the magical experience of Magic Eye® for this special event and much-loved book."
