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    HBO
HOUSE OF THE DRAGON

ALL MUST CHOOSE                          
“Babe wake up there’s a dragon on the Empire State Building.”  


As a civil war heats up between the Green and Black Targaryen councils, everyone must choose a side.

So, like the Targaryens dividing Westeros, we carved up our world with a week-long campaign that had everyone ‘raising their banners’ for #TeamBlack or #TeamGreen. From global landmarks to neighborhood favorites and even the New York City skyline, everyone was rallying for (but mostly arguing over) the rightful heir. 

6.4+ BILLION Impressions  
500+ Press Hits
75+ Broadcast News Segments
   
   GRAND CLIO / 2024 Clio Entertainment | Best Integrated Campaign 
   SILVER  / 2024 Clio Entertainment | Experiential & Activations - Special Event & Stunt
   SILVER  / 2024 Clio Entertainment | Branded Entertainment & Content | Digital, Mobile & Social Media
   GOLD    / 2024 Event Marketer Experience Awards | Most Innovative Experience Design
 

            





On the Monday before the premiere, the internet was first set ablaze as global landmarks began to declare their loyalty with giant, unfurling digital banners.  Banner by banner, the fandom exploded, arguing about everything from A.I. (which they weren’t) to whether or not the Manhattan Bridge would actually support a “usurper.”







Then, New York City turned up the heat, as NYC institutions and neighborhood hotspots joined the fight with epic, IRL displays and takeovers for #TeamGreen and #TeamBlack.  From battling bagel spots (a Bacon, Aegon, Cheese...I mean, come on!) to the best pizza, subway stations, and even the New York Stock Exchange, the rivalry was everywhere, and New Yorkers ate it up.



The worldwide chorus of support for Green and Black grew louder until the final piece was played — Vhagar took her place atop the Empire State Building. Standing 270 feet long and perched 1,200 feet high, Vhagar’s arrival stopped New Yorkers and fans everywhere in their tracks.

No. Really. 



Banners were raised, fandoms clashed, and the world was torn between Team Green and Team Black, proving one thing for sure: All. Must. Choose.

500+ press hits including:
NyPost  / Vulture / NBC  / Today / Barstool Sports /  Buzzfeed / The Mirror / Complex / AP /  Hollywood Reporter / Gothamist





Agency: Giant Spoon

Client: HBO
Role: Associate Creative Director, Copy/Concept
Associate Creative Director, Art: Thanh Ly
Associate Director, Design, Experiential: Eric Zhou
Group Creative Director: Monica Herman
Executive Creative Director: Ian Grody
Creative Director: Dani Skollar
Associate Design Director, Experiential: Kristina Soteri
Designer: Ana Rodriguez
VP, Experiential Production: Margaret Morici
Producer: Hali Katz
Producer: Bita Roofeh
VP Business Director: Victoria Sobel
Senior Account Manager: Alyssa Segel
Account Manager: Gabby Finkel
Group Director, Social Strategy: Holly Stair
Associate Director, Strategy: Mike Elenterio
VP, Content Production: Jason Lau

Brooklyn, NY /