BINGE has partnered with Mindshare and POLY, the creative and innovation hub of oOh!media, to have the billboard at Sydney's Taylor Square "burned" by a dragon using CGI technology.
The concept sees the release of a CGI video to celebrate the season premiere of House of the Dragon Season 2 in Australia, 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 billboard in Sydney, with the creative then changing to appear scorched as a result.
The concept is amplified across social, influencer networks and oOh!’s broader broadcast formats with the CGI video.
BINGE marketing director Fiona King said with the launch of House of the Dragon Season 2, BINGE had an incredible opportunity to fuse fantasy with reality in an innovative and creative way.
"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," she said.
POLY's creative strategist, Rob Delaney, said OOH storytelling, much like House 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," he said.
The House of the Dragon ad campaign is live across TV, OOH, transit, retail, social and digital.
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