House of the Dragon: Raise Your Banners

Two years after the Season 1 premiere, House of the Dragon needed to reignite its global fandom and reclaim its place in the cultural spotlight.

In the Season 2 narrative, all of Westeros must choose a side of the coming civil war, and the marketing team invited the world to do the same — asking fans to pledge allegiance to Team Black or Team Green.

We framed the campaign as the preparation for war, building a global call-to-action that rallied fans, brands, and creators across every corner of the internet. Over 100 influential voices joined the cause, recruiting their audiences to raise their banners and stake their allegiance. Landmarks, sports teams, brands and local businesses, were divided between Green and Black.

The rivalry crescendoed premiere week when a 270-foot dragon appeared atop the Empire State Building, who declared for #TeamGreen. Viral content featuring real and CGI banners placed on global landmarks spread like wild fire on social.

The campaign helped drive the biggest streaming day in HBO Max history and made House of the Dragon once again the show everyone was talking about.

Awards:
7 Clios, including the Grand Clio for Integrated Campaign
Gold Lion at Cannes 2025 (Large Scale Media)
Gold Effie for Experiential Marketing
Webby for Best Launch or Drop
Gold for Best Outdoor Activation, Ex Awards