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

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