Game of Thrones shows Night King emerge from depths in OOH campaign

Ahead of Foxtel’s Game of Thrones season seven launch on July 17, JCDecaux and the pay-tv operator have launched a digital out-of-home campaign.

As a passer by walks past an advert, a proximity sensor activates an animation showing GOT’s Night King emerging from the icy depths.

The campaign has been printed for both day and night time and will be rolled out across Sydney, Melbourne, Brisbane, Adelaide and Perth.

The day time panels will show campaign messaging such as “GOT Monday’s only on Foxtel” and “GOT 17.7 only on Foxtel”, while the night panels show an illuminated Night King’s face.

Alan Klein, head of creative solutions at JCDecaux, said in a statement: “The eerie reveal of the Night King is sure to catch people’s attention and is the perfect opportunity to showcase our Proximity Sensor technology.”

Rob Farmer, Foxtel director of brand and marketing, said: “Winter is finally here and the team has gone to town bringing to life the chilling Thrones experience using the latest tech from JCDecaux.”

Martin Newman, Mindesahre’s client lead, said: “We had the opportunity to engage our audience with world class content and JCDecaux’s Innovate solutions brought the Game of Thrones brand to life in a way that speaks volumes to the quality of both the content and the format. It was a natural fit.”


  • Client: Foxtel
  • Media Agency: Mindshare
  • Creative Agency: Felix
  • Print Production: GroupM productions

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