Neon
House of the Dragon
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.
To launch House of the Dragon in New Zealand, we built battle armor for the creature a dragon would eat first: the sheep.
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 favorite 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 traveled globally and (per reported results) helped drive a 170% increase in Neon subscriptions.
The work
Neon Baattlewear, House of the Dragon, the case film
Neon Baattlewear, House of the Dragon, the thirty second cut
Next project
Use the left and right arrow keys for the previous or next case.
Previous project: Doritos Blaze
