The Girl Who Saved the King of Sweden

We produced an animated trailer especially for digital escalator screens and billboards at major transport hubs. To date, the trailer has had over 125,000 views on YouTube and the book has sold as many copies, peaking at No 3 on the bestseller list and holding its place for over a month. 

Jonas Jonasson’s The Hundred-Year-Old Man Who Climbed Out the Window and Disappeared was an international bestseller in 2013. For his latest title, The Girl Who Saved the King of Sweden, he returns with his idiosyncratic style, conjuring a motley crew of characters and telling another entrancing tale of love and luck. Our challenge was to introduce readers to the new title, and to ensure both books’ lengthy titles could be recognised by travellers during a 20-second tube escalator trailer.

Drawing on the theory behind Spritz, a technology that recognises how quickly we can read words if they are flashed in sequence, we were able to time the typographic elements to ensure audiences would take in both titles as they whisked by, and make the connection between the two books. We used the instantly recognisable style of the books’ front covers to create a film that echoes the iconic work of Saul Bass, the master of film-title design and a regular Hitchcock collaborator.

Offbeat and approachable, we devised a graphic and dynamic typography and short narrative based around the protagonists of each book. As an added detail, we ensured that our characters walked in the same direction as their audience – either up or down depending on which way the escalator was moving. Each advert closed with the logo of the closest retailer stocking the book. The client is thrilled with the results and will be using the ads on other media.