NEON
NEON
Baattlewear
Group Creative Director and Director of Social.
The project
Protect the Flock: a New Zealand launch campaign for HBO’s House of the Dragon (Season 2) on Sky’s SoHo and Neon.
As civil war loomed and fans were forced to choose Team Green or Team Black, we asked: who’s most at risk in New Zealand? Our 25 million sheep, aka a dragon’s favourite snack. So, in true Kiwi style, we created Baattlewear: custom, Westerosi-inspired armor for sheep.
We leaned into a classic local rivalry: North Island Romneys aligning with Team Green, and South Island Merinos with Team Black, two distinct armor builds designed to reflect both the show’s factions and each breed. The work was led by film and rolled out across OOH, social, and experiential, with fans able to view the armor up close at Armageddon (Auckland). The idea travelled globally and (per reported results) helped drive a 170% increase in Neon subscriptions.
