HBO briefed us to create Digital Toolkits for the physical release of Game of Thrones S6, the S1-6 Boxset and ideas for an epic festive campaign.
Working with the main key art, we created a number of rich media ad formats, including a HPTO as part of a full digital toolkit that will be shared with other territories: We have also executed digital out of home formats, including digital escalator panels We took the beautifully crafted Dragon mosaic and grafted it onto the interior of the Great Pyramid so that it was revealed through torchlight. For the final creative we replaced the torch with a pair of unsullied soldiers to make it more obvious where it is. Inspired by the Wierwood Tree, we produced a takeover that married Christmas and Game of Thrones together (with not a bauble in sight)!!
Alongside normal digital formats we also designed a series of collectable postcards by taking key scenes and turning them into warning signs. We also created social GIFs, taking the pivotal moments and adding in a dash of drama. For our social initiative we took inspiration from the 12 Days of Christmas. Setting ourselves quite a task, we looked through the ENTIRE Game of Thrones photo library, from every episode of every season so far, to find images that had relevance to a specific number 1-24 to create our own ‘song’. Everyday the image will be posted encouraging people to share to all of their followers, with the hope that this will reach wider than the core GOT audience as it is being shared to friends and friends of friends, etc... To give people an incentive once they have shared 7 out of the 24 days they are automatically entered into a competition to win the entire S1-6 Boxset on Blu-Ray! We also designed some Christmas Cards to represent each of the different houses, which were sent out in Christmas packs by HBO.