| Title | DOORS OF THRONES |
| Brand | TOURISM IRELAND |
| Product/Service | TOURISM |
| Category |
D04. Brand Installation & Experience |
|
Entrant
|
PUBLICIS LONDON, UNITED KINGDOM
|
|
Idea Creation
|
PUBLICIS LONDON, UNITED KINGDOM
|
|
Media Placement
|
PUBLICIS LONDON, UNITED KINGDOM
|
|
PR
|
PUBLICIS LONDON, UNITED KINGDOM
|
|
Production
|
PUBLICIS LONDON, UNITED KINGDOM
|
Credits
| Leo Bellis-Jones |
Publicis London |
Copywriter |
| Josh Norbury |
Publicis London |
Art Director |
| Alex Buckland |
Publicis London |
Account Director |
| Ben Mckee |
Publicis London |
Account Manager |
| Pavlos Themistocleous |
Publicis London |
Creative Director |
| Dave Monk |
Publicis London |
Creative Director |
| Mark Wesley |
Publicis London |
Head of Image Production |
| Joy Desseigne |
Publicis London |
Account Executive |
| Duncan Rogers |
Publicis London |
Designer |
| Rachel Haines |
Publicis London |
Digital Producer |
| Kal Parmar |
Publicis London |
Producer |
| Iain Macarthur |
Publicis London |
Illustrator |
| Sam Dunn |
Publicis London |
Illustrator |
| Steve Mitchell |
Publicis London |
Illustrator |
| Joanna Malecka |
Publicis London |
Illustrator |
| Alice Duke |
Publicis London |
Illustrator |
| Kieran McKay |
Publicis London |
Illustrator |
| Compain Samuel |
Publicis London |
Illustrator |
| Radd Nadesananthan |
Publicis London |
Social Media Strategist |
| Tash Tung |
Believe Media |
Director |
| Andrew Stewart |
Subfish |
Director |
The Campaign
Over ten weeks, we transformed the trees that fell that day into 10 beautifully carved, bespoke doors, depicting episodes from Game of Thrones season 6.
Each week a new door was installed at the beating heart of a Northern Irish community – the local pub of a Game of Thrones filming location.
Together the doors now form a pub-crawl through season 6 that spans the length and breadth of the country.
With every new door the story grew.
What began as a tragedy is now a worldwide celebration of Northern Ireland’s links with the most popular TV show of all time.
A permanent fixture embedded in Northern Irish Culture.
The historic trees were transformed from a devastated tourist attraction, into a brand new one, using two things now synonymous with Northern Ireland. Game of Thrones. And Pubs.
Creative Execution
To create the stunning doors, world-class illustrators reacted to episodes and sketched out designs based on that week’s plot line.
As well as being inspired by the show, the designs reflect historical Celtic symbolism and local flora, as a tribute to the filming locations themselves.
The illustrations had to be highly relevant to each episode, without being so overt as to give away spoilers – finding a balance was critical.
Once the illustrators had worked their magic, the designs were sent to a CGI artist who interpreted the sketches into in 3D. These were given to a specialist woodworker who carved the designs using a CNC machine. The finished doors were then hung and photographed before being unveiled to the public.
Indication of how successful the outcome was in the market
Tourism Ireland became a welcome part in worldwide Game of Thrones culture.
For 10 weeks, fans were actively seeking out our content. They tried to guess where the next doors would appear, they worked together to decipher hidden meanings in the designs, and they shared it far and wide within their community.
But most importantly, the Game of Thrones pub-crawl is now a pilgrimage for Game of Thrones fans around the world.
One of the pubs has reported a doubling of profits since the trail was completed.
MTV: “The Irish Game of Thrones pub crawl is literally everything”
Cosmopolitan: “You NEED to know about this Game of Thrones pub crawl”
ITV News: “These doors are part of Game of Thrones history”
126,000,000 People Reached
17,876,088 Views
1,821,486 Likes
The rugged yet beautiful Northern Irish countryside provides the perfect backdrop for the mythical land of Westeros. We want to position Northern Ireland as the home to Game of Thrones.
But the show’s fans are notoriously wary of advertising. Brands attempting to piggyback on the show’s popularity are often ignored.
So to engage fans, we needed to add something of value to their tight knit community.
And because the production value of the show is so great, and fans scrutinize the details of the storyline so intently, our solution had to equal that exceptionally high standard. We needed to create something beautiful that looks as though it could live in the mythical world of Westeros itself.