Spanning the breadth of Sky Atlantic’s output, and running right through to the final season, Sky Creative Agency created a “Living vs. Dead”- themed takeover that saw the Sky Atlantic channel logo engulfed in opposing dragon fire; the red fire of the living and the blue fire of the dead, creating a visually bold representation of the imminent finale. As part of the takeover, promos, social and continuity idents were all ‘Game of Thrones-ified’. The final season of Game of Thrones aired on Sky Atlantic in the spring of 2019 and all seven seasons are available to watch on demand through Sky Box Sets.
The takeover didn’t end there. It was central to a UK-wide experiential tour giving fans the opportunity to sit on the Iron Throne, media partnerships with the Daily Mail and The Sun that offered fans the chance to receive exclusive Game of Thrones content and a Sky Sports Premier League studio-takeover.
Working closely with Framestore, Sky Creative Agency, Sky’s in-house advertising agency and the UK’s largest in-house creative shop, created a multi-layered animated Sky Atlantic logo that nearly broke Framestore’s pipeline. The rendering of the logo alone required 15 hours of rendering per frame to achieve the level of detail required.
In parallel with launching the final season we were also tasked with saying goodbye to the show. And if you get asked to send-off Game of Thrones, you don’t do it quietly. Cue the biggest ever digital OOH campaign in the UK over 2 days. The brief was to connect with fans on their level. So, we used language inspired by the show and exclusive to fans. This began with the thank you.
We turned this into a series in order to leverage different houses/characters and provide fans with a more fulfilling range of creative. Any brand can say ‘goodbye’. We said, ‘Snow long’, ‘Cersei ya later’ and ‘It’s Brienne emotional’.
We took over screens little and large with a range of creative ranging from full motion to static. All the while, our fiery logo was at the centre of the design.
We experimented as much as we could with the EPG; allowing the sigils to spread over multiple tiles where fans could find the catalogue of extra content. Our copy/sigil led creative informed the suite of paid and organic social that ran during the series and following it.