Commuters in Victoria Station, one of London’s busiest train depots, had their curiosity peaked this past month during their normal routines. Positioned in the middle of the station, a giant book titled ‘Five Go to Rehab’ sat awkwardly, leaving passerby’s puzzled and confused. While most avoided the book completely, some decided to investigate the reasoning behind why this ridiculously oversized book sat in the middle of their station square.
Upon closer investigation, onlookers realized that actual people were standing in the cover, blending in with their surroundings. When a substantially large crowd gathered in front of the book, the painting came to life, and the characters stepped out from the cover to play music, entertain, and mingle with happily amused spectators.
As it turns out, the media stunt was fabricated by UK television channel Gold, to promote the launch of ‘Comic Strip Presents: Five Go to Rehab.’ The show, which is set to air November 7th, will celebrate the 30th year of the series ‘Comic Strip Presents,’ marking their 41st show.
Explaining the campaign, senior marketing manager Hik Sasaki explains:
INITIALS’ has captured the spirit of Gold with a creative (idea) that combines the visual style of the original Blyton books, with the irreverence of Comic Strip, to target two diverse audiences.
Check out the video below and watch the giant storybook come to life: