Title | GAME OF THRONES |
Brand | SKY TELEVISION |
Product / Service | GAME OF THRONES SEASON 4 LAUNCH |
Category | D03. Special Build |
Entrant | DDB GROUP NEW ZEALAND Auckland, NEW ZEALAND |
Entrant Company | DDB GROUP NEW ZEALAND Auckland, NEW ZEALAND |
Advertising Agency | DDB GROUP NEW ZEALAND Auckland, NEW ZEALAND |
Production Company | FINCH Auckland, NEW ZEALAND |
Name | Company | Position |
---|---|---|
Shane Bradnick | DDB Group New Zealand | Executive Creative Director |
Chris Schofield | DDB Group New Zealand | Creative Director |
Haydn Kerr | DDB Group New Zealand | Digital Creative Director |
Rory Mckechnie | DDB Group New Zealand | Creative |
Adam Thompson | DDB Group New Zealand | Creative |
James Blair | DDB Group New Zealand | Senior Account Director |
Georgia Newton | DDB Group New Zealand | Account Manager |
Tania Jeram | DDB Group New Zealand | Agency Producer |
Judy Thompson | DDB Group New Zealand | Executive Agency Producer |
Paul Pritchard | DDB Group New Zealand | Digital Director |
Liz Knox | DDB Group New Zealand | Digital Executive Producer |
Sam Schrey | DDB Group New Zealand | Lead Digital Designer |
Cameron Crosby | DDB Group New Zealand | Lead Developer |
Cain Coulton | DDB Group New Zealand | Developer |
Sean Brown | DDB Group New Zealand/Mango | Senior Account Director |
Eleisha Balmer | DDB Group New Zealand/Mango | Senior Account Manager |
Jason Vertongen | DDB Group New Zealand | Lead Digital Designer |
Jack Murphy | DDB Group New Zealand | Social Planner |
Michiel Cox | DDB Group New Zealand | Digital Planner |
Troy Goodall | IDC | Photographer |
Rob Galluzzo | Finch | Executive Producer |
Camilla Dehnert | Finch | TV Producer |
Sam Britten | Finch | Camera Operator |
Bruce Everard | Finch | Production Designer |
Phil Gregory | Finch | Prop Maker |
Grant Bailey | Finch | Construction Manager |
Styrotech Limited | CNC Machining | |
Michael Hilliard | Finch | Executive Producer |
To promote the 4th season premiere of Game of Thrones on premium SKY TV cable channel SoHo, we wanted to demonstrate we were just as fanatical about good programming as the fans who watch it. So we gave them the one thing they all wanted - the chance to bring down King Joffrey. We erected a 7m statue of the King in NZ’s largest public square, then invited fans worldwide to bring him down via a massive winch that was activated every time the hashtag #bringdowntheking was used on Twitter. The stunt immediately trended on Twitter, and stayed trending the entire duration of the campaign. Thousands of photos and videos were shared online by those who came to see the statue, and our own daily videos garnered hundreds of thousands of views. Street stenciling of rival Houses of Westeros, as well as stenciling over our own branded billboards with #bringdowntheking further drew people to the event. By the 5th day the winch had the statue at breaking point. Thousands of fans gathered for hours leading up to the moment, tweeting and watching, while those overseas could watch the whole thing via our live streaming website. Finally, at around 6pm on the night of the premiere, after 875,000 direct interactions with our campaign and a global reach of 66 million people, the statue was brought down. The campaign was the largest live stream in Australasian history, and of all conversations about Game of Thrones worldwide on the night of the premiere, one in twenty was about #bringdowntheking, and SKY TV.