HBOMax aimed to ignite excitement across Europe ahead of the highly anticipated premiere of the Game of Thrones prequel, House of the Dragon. Leveraging one of the series' most iconic symbols – dragon eggs – we sought to captivate audiences and build anticipation for the upcoming show.

Through a series of captivating executions spanning out-of-home, digital out-of-home, and immersive installations, we orchestrated a mesmerising 7-day countdown. Each day, viewers witnessed the gradual hatching of the dragon eggs, culminating in a spectacular reveal on premiere day, unveiling one of the majestic fire-breathing dragons from the series.

This dynamic campaign unfolded across 11 European markets, incorporating print, digital, social media, and the HBOMax platform itself. The result was a resounding success, with House of the Dragon achieving the platform's most significant premiere to date.