‘An Australian advertising first’: CGI dragon burns billboard in BINGE Games of Thrones campaign

BINGE is marking the launch of Game of Thrones prequel House of the Dragon Season 2 this week in what it is calling “an Australian advertising first” that will see a CGI dragon fly over Sydney’s Taylor Square and scorch a billboard.

BINGE, along with Mindshare and POLY, launched the campaign on Monday, which sees the below video released, featuring a number of Australian landmarks “raising their banners to pledge their allegiance to the duelling factions in the series – Team Green and Team Black. A dragon then breathes fire on the iconic billboard in Sydney. The billboard creative then changes to appear scorched as a result.”

The campaign will be spread across social, influencer networks, and oOh!’s broader broadcast formats with the CGI video.

BINGE marketing director Fiona King explains: “With the launch of House of the Dragon Season 2, we had an incredible opportunity to fuse fantasy with reality in an innovative and creative way that aligns with what our brand is all about.

“Using CGI technology to fly a dragon in over the city landscape and breathe fire onto a billboard about the show is the perfect way to capitalise on this.”

Rob Delaney, creative strategist at POLY, added: “O​u​t of home storytelling, much like ​H​ouse of the Dragon itself, is rich​, multifaceted and provides a canvas for ​continued creativity and innovation. ​

“With faux OOH advertising gaining global traction, we’ve taken it to the next level and created a new concept, combining CGI and an OOH special build to drive audience interaction and engagement across physical and digital environments.

“This has been a true collaboration between BINGE, Mindshare and POLY, and we can’t wait to see the reaction to virtual dragons flying over Sydney and interacting with our Taylor Square site.”

As part of the campaign, BINGE will also reveal CGI banners dropping from iconic landmarks across Australia “as part of a global activation where cities pledge their allegiance to the green or black councils as a nod to the two duelling families in the series.”

BINGE has also worked with Bunsters Worldwide to create limited edition hot sauce – one green and one black.

House of the Dragon Season 2 is now streaming on BINGE, available on Hubbl, and FOXTEL.


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