Bleed For The Throne
HBO and The American Red Cross partnered at SXSW to combat the global blood shortage and launch the final season of GOT. Through an immersive blood drive, donors embarked on a remarkable journey, witnessing their cherished characters bleed alongside them. The culmination took place at the Iron Throne, where a choir sang an original 27-minute piece in Valyrian and RFID technology allowed donors to be summoned by name to kneel in reverence and join the fight for life. This initiative sparked a global wave of blood donations, resulting in a remarkable 12% nationwide increase, totaling an astounding 350,000 contributions. It showcased the incredible power and impact of our collaboration.
Our partnership with Snapchat brought an enchanting touch of magic to our universe through the development of AR Marker Lenses. These innovative lenses added depth and a captivating dimension to every twist and turn of our experience and encouraged social sharing and tagging.
Specially illustrated art represented each house and character and was digitally created by compositing and layering real hand drawn “blood” stencils and blotches to achieve the most realistic and impactful effect. The production was incredibly involved and every aspect was thought through to the detail. Some process work to reference how the designs translated from the digital to the real.
Notable Awards:
Grand CLIO, Entertainment Award, Integrated Campaign
Grand CLIO, Entertainment Award, Public Relations
Silver CLIO, Branded Entertainment, Experience
Bronze CLIO, Integrated, Innovation
Webby, Advertising, Media, and PR, Media & Entertainment
D&AD Wood Pencil, Entertainment, Integrated
D&AD Wood Pencil, Media, Use of Collaboration