how far would the world go
for Game of thrones?


 

It wasn’t about raising awareness of THE show,
but raising awareness TO
the power THE show HAS.


The biggest show on TV was coming to an end, and we knew we had die hard Game of Thrones fans in every nook, company board and cranny, who would do anything to be a part of it.

So to celebrate the final season we created a campaign that challenged and every Thronie to push themselves, their companies and employers to go as far as they could, and prove their devotion and loyalty #forthethrone.

So the months leading up to Game of Throne’s final season, we convinced a beer brand kill their spokesman during Super Bowl, an NBA team to change their team name, talked world wide fans into giving us 365,88.237 liters of blood to the Red Cross, a burger chain to adopt our fake language, Oreo into changing their cookie and many many more epic displays of devotion, by fans for fans.

We launched the campaign with this retrospective video:

 

rallying the world
behind a hashtag

We started with a simple out of home campaign and teaser video showing the great lengths characters and fans alike have gone #forthethrone.

Mobilizing the cast, celebrity fans, crew, artists and mega fans to kick off content all for the throne.

 

FIRST BLOOD

The first true sacrifice happened right after half time when Budweiser let us kill their Super bowl mascot, in true game of thrones style - getting his head crushed by the mountain.

Screen Shot 2019-05-28 at 9.42.24 PM.png
 

NEXT we asked for blood,
lots and lots of real blood.

Partnering with Giant Spoon and the Red Cross, we created events at SXSW and all across the world to exact pints of blood from our global army of fans.

then We scattered iron thrones across the world to Literally
see how far people would go #forthethrone.

 

Then came the fans
behind brands

03-SS-LaunchDayIGStory-9x16-v02-REV_1554340691.2019-05-12 16_19_27.gif
dracarys burger.gif

FLIPPING NEW YORK’S BIGGEST BURGER CHAIN TO HIGH VALYRIAN


We worked with Shake Shack and David J Peterson (the creator of Game of Throne’s fictitious language “High Valyrian”) to develop a secret menu you could only order if you learnt it by heart.

Everything from “Bacon” to “calories” was translated and given a new meaning. We even worked with Shake Shake’s innovation kitchen to develop “Dragon Glass” a carbon-blackened honey comb that could be shattered to look like the shards of dragon glass in the show.

54512325_2268831460105611_9204553332443928280_n.jpg

The NBA TURNED TIMBERWOLVES INTO DirewOLves

Minnesota know all about winter, so we reached out to change their team name for the 2019 NBA playoffs. Click here to get your own jersey.

D3uUuQdX4AATLpy-1.jpg

Mountain Dew became faceless

OREO CHANGED THEIR COOKIE

Are those Valyrian Steel strings?

The Bellagio set their fountain on fire

The Weeknd got busy

Johnny Tunred into a White Walker.

ADIDAS WENT FULL BLOOD & FIRE

adidas run.gif

URBAN DECAY turned the
many faced god into a reality

Screen+Shot+2019-05-15+at+1.48.39+PM.png