TBWA Is Turning a Speeding Train Into an Escape Room for Murder on the Orient Express

Will you make it out of a 13-hour ordeal alive?

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Escape rooms have become old hat, but once in a while you see a spin on the approach that makes them worth mentioning again.

This is one. Inspired by the 20th Century Fox film Murder on the Orient Express, based on Agatha Christie’s classic novel, Finnish Railways tapped TBWA Helsinki to produce the longest escape room in the world.

Also … it moves.

The “Escape Train” will travel 1,000 kilometers (621 miles) over 13 hours. The plot follows thus: A mysterious death has occurred aboard the train. Which player can identify the killer among them?

“We are a partner of Nordisk Film, the distributor of the film in Finland, and we saw a unique opportunity here to utilize the partnership by bringing it to life,” explains marketing manager Outi Lahtinen of Finnish Railways.

It’s certainly more imaginative than that one time a company used its partnership with The Martian, also a Fox film, to sell potatoes. Though we admired the latter’s weirdness.

“Solving puzzles is an essential part of escape rooms, and that is why this seemed like a good fit,” Lahtinen goes on. “At the same time, this in an opportunity to delight movie buffs and escape room fans.”

The game was designed and built by InsideOut Escape Games, an escape room game pioneer in Finland. Challenges and puzzles will be movie-inspired, with two train carriages reserved exclusively for execution, but over a dozen cabins will be available for players to explore over its 13-hour run.

Online, people will also be able to watch the action as it happens.

“This is a rare opportunity to build a whole new type of game—it taking place on an actual train, with other passengers on board, adds a lot to the dynamics of an escape room experience,” says InsideOut’s Ágnes Kaszás. “To my knowledge, it is the longest-running game ever made, and we are very excited to be able to design it in the spirit of the new hit movie. It’s a dream come true, both for us and the players!”

Players will be recruited in an online promotion and will form two teams, each of which will be led by a celebrity captain, writer Katleena Kortesuo and actor Riku Nieminen.

The game kicks off Dec. 13—that’s tomorrow!—and will travel across the country, from Helsinki to Rovaniemi, the capital of Lapland.

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@luckthelady angela.natividad@gmail.com Angela Natividad is a frequent contributor to Adweek's creativity blog, AdFreak. She is also the author of Generation Creation and co-founder of Hurrah, an esports agency. She lives in Paris and when she isn't writing, she can be found picking food off your plate.