How do you announce the long-awaited sequel to a multi-million-copy bestseller? You stop time in the middle of London. For Penguin Random House, Pack London launched Audrey Niffenegger’s Life Out of Order, the sequel to The Time Traveler’s Wife, with a campaign built around a single image: a clock running backwards.

One Night, Three Landmarks

For one night only, large-scale projections took over three of the capital’s most recognisable locations: King’s Cross Station, Marble Arch and Waterloo Station. Each carried the reversed clock and a line every reader of the first book knows by heart: I love you always. Time is nothing.

The Clock That Ran Backwards

The creative did the storytelling on its own. A clock face turning the wrong way, cast across century-old stone, told commuters everything they needed to know: time travel is back. Against the night, the projections stopped foot traffic at some of the busiest points in the city.

From Landmarks to Bookshop Doorsteps

The spectacle was backed by a two-week run of floor stickers placed outside select bookshops across London, carrying the campaign from the city’s landmarks right to the shop door, exactly where an intrigued reader could act on it.

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Projections Floor Stickers

Related Campaigns

The Full-Service Campaign for Lost In Light

The Royal Albert Hall’s Tour Campaign

The post Time Is Nothing: Launching Life Out of Order Across London’s Landmarks appeared first on Pack London.

In one of London’s busiest transport hubs, we transformed the everyday commute into an extraordinary musical spectacle. For the launch of the new ROLI Piano, our team executed a dynamic brand activation at King’s Cross Station – turning the iconic concourse into a stage for innovation, performance and human connection.

This activation wasn’t just about visibility; it was about experience, surprise and engagement. Crowds passing through the station were treated to a moment that blended technology, artistry, learning and the joy of live music in the heart of the city’s rhythm.

A Bespoke Build: Classic Meets Contemporary

The centrepiece of the activation was a custom-built upright piano that seemed traditional at first glance – but as viral pianist Julian Cohen’s performance began, the transformation became clear. The upright piano was integrated with ROLI’s keyboard, supported by a full sound system and digital screens that amplified the immersive experience.

This bespoke installation wasn’t just a backdrop – it was a statement, marrying heritage design with state-of-the-art music technology.

Live Music Meets Flashmob Energy

At peak commuter times, the station’s concourse was taken over by a series of electrifying live performances including viral pianist Julien Cohen – a performer known worldwide for his joyful flashmob style and ability to turn any space into a moment of communal celebration.

What began as a solo set soon evolved into a full-on musical event throughout the day:

• Full orchestra and choir elements enriched the soundscape, infusing the activation with cinematic energy.
• Julien’s performance included standout pieces that echoed across the station, catching the attention of thousands of passers-by. (London World)
• Commuter participation was woven into the experience – with performers and spontaneous moments, drawing even larger crowds to stop, watch and share in the excitement. (Verge Magazine)

The atmosphere shifted from rush-hour rush to collective cheer, music and shared wonder.

Interactive Innovation: Music Learning in Action

Beyond performance, the activation spotlighted ROLI’s mission to reimagine how people start learning and playing music. The piano integrated the ROLI Learn App and Airwave, an AI-powered hand-tracking learning tool. Commuters were invited to step up and play their first notes right in the station.

Thanks to the piano’s light-up keys and real-time guidance, even complete novices were able to pick up simple tunes on the spot, turning spectators into participants and highlighting ROLI’s innovative approach to music education.

Turning the Everyday into the Exceptional

What might have been a typical December evening at King’s Cross became something else entirely – a shared moment of wonder, creativity and connection. Thousands of commuters paused, recorded, applauded and engaged with ROLI, creating a memorable intersection between brand, technology and the human love of music. (London World)

This activation wasn’t just about launching a product – it was about showcasing the future of music expression in real time and doing so in a place where people come and go every day. It turned a transit hub into a concert venue, an ad into experience and commuters into an audience.

Want your brand out on the streets? Browse our outdoor advertising services or get in touch.

Brand Activation Experiential London

Related Campaigns

The Royal Albert Hall’s Tour Campaign

Boxpark’s Best Served Cold Event Series

The post Turning Commutes into Concerts: ROLI’s Brand Activation appeared first on Pack London.

In July 2025, Pack London was proud to partner with one of the UK’s most iconic cultural institutions – the Royal Albert Hall – to deliver an OOH campaign promoting their behind-the-scenes daytime tours. These tours give visitors a rare chance to explore the history, architecture, and hidden spaces of the world-famous venue.

Campaign Overview

To raise awareness and drive ticket sales, we designed and executed a multi-format out-of-home campaign across London’s busiest transport networks. The campaign combined both reach and frequency to ensure the message connected with Londoners and tourists alike.

Formats included:

• Bus Sides – Engaging commuters and tourists at street level.
• National Rail 4-Sheets – Capturing attention in busy train stations for regional visitors heading into the capital.
• London Underground 4-Sheets – Placed in high-footfall areas across the Tube network.
• London Underground LEPs (Lift & Escalator Panels) – Dominating dwell-time moments with eye-level creative.

Results

The campaign achieved an impressive 13 million impressions, ensuring the Royal Albert Hall’s daytime tours were front of mind for both domestic and international audiences moving through London.

Why It Worked

By combining multiple OOH formats across bus, rail and underground networks, the campaign successfully targeted audiences at every stage of their journey. From the morning commute to tourist hotspots, the creative captured attention and built awareness in moments where people were most receptive.

A Cultural Icon, Front and Centre

The Royal Albert Hall has stood as a symbol of arts, music, and culture since 1871. Bringing the story of its tours to life across London not only highlighted the unique experiences on offer, but also reaffirmed its status as a must-visit destination for anyone in the capital.

Thinking about your next campaign? See our full range of outdoor advertising services or contact us to talk it through.

4-Sheet London Underground 4-Sheet Rail Bus Sides LEP

Related Campaigns

ROLI’s Commuter Brand Activation

The Full-Service Campaign for Lost In Light

The post Showcasing the Royal Albert Hall’s Tour Offering appeared first on Pack London.