The 39,000 Bricks
THE 39 STEPS & FIERY ANGEL
THE 39,000 BRICKS
How can we have big impact with a small PR stunt to remind people of our West End show, the longest running comedy in the West End?
THE ASK
Concept ◆ Creative Direction ◆ Production
As London and New York’s longest running comedy, the producers of the West End hit wanted to do something big to promote the show… but we suggested doing something small instead. We were asked to think of something clever and fun, that reminded people of The 39 Steps as a fixture of the West End.
We approached LEGOLAND with the idea of installing “The 39 Steps” front of house signage outside the miniature version of The Criterion Theatre in the park’s Miniland attraction (the only West End theatre to be afforded the honour of appearing in LEGOLAND) as well as replica posters in the Underground station below.
We then arranged for the stars of the show (on a show day!) to officially unveil the makeover in full costume, by visiting MINILAND at LEGOLAND, towering over the Piccadilly Circus location like a scene from The Attack of the 50 Foot Woman. We shared the hilarious shots with picture desks to generate buzz for both the show and the signage remained in place for years after reaching an estimated audience of 10 million.
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