Vintage team up with Magic Eye® in festive celebration of global phenomenon Tomorrow, and Tomorrow, and Tomorrow

To celebrate the festive season, Vintage have partnered with Magic Eye® to recreate an iconic scene from the global bestselling novel, Tomorrow, and Tomorrow, and Tomorrow by Gabrielle Zevin.

An 8-sheet billboard displaying a custom-made Magic Eye® has been unveiled opposite the Old Vic Theatre and will be live until 30 December 2024. The design is inspired by the beloved scene from the book where the two main characters, Sam and Sadie, are reunited at for the first time as adults in front of an advert for a Magic Eye® at a busy train station.

There is an audio extract available that visitors can scan to listen to, and Vintage are inviting fans to ‘meet’ loved ones by the billboard this Christmas to see if they can spot the hidden message.

Magic Eye® 3D illusions were a worldwide craze in the 1990s. To date, the Magic Eye® books have sold over twenty million copies in more than twenty-five languages.

This collaboration is a continuation of the marketing team’s creativity in embracing the nostalgia that the 90s setting of the novel offers: from the 8-bit avatar generator created for hardback publication, to the Donkey Kong arcade machine housed in Waterstones stores, and from the limited edition slipcase PC-DVD proofs to the literal Easter eggs created as a nod to the gaming themes in the book. 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.

The bestselling Tomorrow, and Tomorrow, and Tomorrow has sold over 1.4 million copies across all editions in the UK.

Katrina Northern, Vintage Senior Marketing Manager says: ‘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’

Gabrielle Zevin says: ‘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’