James Bond Roulette

Book launch

To mark the launch of Anthony Horowitz’s latest James Bond novel, Forever and a Day, we teamed up with Penguin Random House to set up a casino worthy of the world’s most famous secret agent at Waterstones in Piccadilly.

It was a matter of shaken or stirred as our special croupiers challenged visitors and shoppers across three days to place their bets on a themed roulette table. If the ball landed on their chosen number or the number seven, they could win a prize – either a gin tasting masterclass or escape room experience for them and friends. Regardless of the outcome, everyone took home a smaller prize promoting the new book.

The result was a popular experiential campaign to promote the latest 007 adventure, as fans flocked to the store to try their luck at winning a prize – all of which were nabbed – with Anthony Horowitz himself even stopping by to take his chances.

  • Campaign to promote Anthony Horowitz’s new Bond novel
  • Experiential campaign
  • London – Waterstones Piccadilly