The ‘Night King’ emerges in JCDecaux’s latest campaign for launch of GOT S7

daynight panel

To mark the exclusive July 17 launch of Game of Thrones season 7 on Foxtel, at the same time as the US broadcast, JCDecaux has partnered with Foxtel and Mindshare to create its largest ever national Out-of-Home interactive campaign featuring Digital Citylights, Citylights, StreetTalk and large format panels.

JCDecaux’s market-leading ‘Proximity Sensor’ technology will bring the Game of Thrones viewing experience to life. As the motion of a passer-by is detected, JCDecaux’s Proximity Sensor activates a subtle motion animation that reveals the face of the Night King emerging from the icy depths.

The campaign will also see JCDecaux’s largest ever execution of day-and-night printing. Sydney, Melbourne, Brisbane, Adelaide and Perth residents will be intrigued by-day with subtle, minimal campaign messaging; and haunted at night by the eerie face of the Night King emerging from the ice of back-lit panels. 

The Night King will also feature in JCDecaux’s ‘Liquid Motion’ animations on pedestrian-only Digital Citylights panels throughout the Sydney, Melbourne and Brisbane CBDs, as well as large format digital screens in busy transit environments.

Digital Citylights panels will be used in combination with static CityLights paper panels and StreetTalk digital and paper panels in urban and suburban areas.

The campaign will run into August across Australia.

“This is another exciting first for us with a large-scale interactive campaign,” said Alan Klein, Head of Creative Solutions, JCDecaux. “The eerie reveal of the Night King is sure to catch people’s attention and is the perfect opportunity to showcase our Proximity Sensor technology.”

Foxtel Director of Brand & Marketing, Rob Farmer, said: “Winter is finally here and the team has gone to town bringing to life the chilling Thrones experience using the latest tech from JCDecaux.”

Mindshare Client Lead, Martin Newman said “We had the opportunity to engage our audience with world class content and JCDecaux’s innovate solutions brought the Game of Thrones brand to life in a way that speaks volumes to the quality of both the content and the format. It was a natural fit.”