GAME OF THRONES

Bronze Spike

Case Film

Presentation Board

TitleGAME OF THRONES
BrandSKY TELEVISION
Product / ServiceGAME OF THRONES SEASON 4 LAUNCH
CategoryD03. Special Build
EntrantDDB 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

Credits

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

Execution

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.