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2020 ADC Awards - Advertising

Create #ForTheThrone

Agency 360i / New York + HBO / New York

Client HBO
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Annual ID

ADC_ADV20_097M

About the Work

Over the past eight years, Game of Thrones has become a global phenomenon, amassing an army of over 30 million fans. Within this massive fanbase are the world’s most creative fan artists. They’ve done everything, from creating portraits of their favorite characters using table salt, to whittling the tip of a lead pencil into a Stark wolf, to building an entire scene from the show using carved fruit. They’ve done cross-stitch, fine-art painting, cartoon drawing, tattoo, cosplay, illustration, song-writing. For the final season, HBO wanted to thank this engaged, creative fanbase – and give them a creative opportunity that would raise the bar on fan creation. To do so, HBO went into its archives and unearthed some of the show’s most iconic props, including Jaime’s golden hand, Beric’s flaming sword, a White Walker ice blade, and Kingsguard Armor. They gave 18 of these props to 18 different fan creators from the world of visual arts and design. The artists were given the opportunity to impact the show’s history itself, delivering on the prompt: What will you Create #ForTheThrone? Each official prop presented a different challenge, prompting fans to freeze, burn, sew, break and craft museum-quality art.