After hyping the premiere of House of the Dragon’s first season, HBO came to us again to cement the series in the cultural conversation ahead of Season 2.

So, we brought the tension and chaos from the world of the show into our world, inviting a broader audience to join us and allowing the uninitiated to choose a side in the escalating battle between The Blacks and The Greens.

Under the platform of “Raise Your Banners”, we drew lines of division across pop culture and created a call to action leading up to the Season 2 premiere.

We literally (and digitally) raised Team Black and Team Green banners with a mixed media takeover throughout NYC, pitting iconic NYC institutions, brands, teams, and the public against one another. This was replicated at a global scale.

The campaign reached a crescendo with a 270 foot inflatable dragon atop the Empire State Building, generating 6.4B+ press impressions, including 75+ broadcast hits from the likes of The Today Show, Variety, New York Magazine, The Hollywood Reporter, and more.

Cultural impact was not driven solely by a stunt, but a meticulously orchestrated integrated campaign that considered each asset as a chess piece in the great game.