Game of Thrones Tapestry

Co-ordinating a bespoke team for a unique award-winning production.

Publicis London masterminded creating a Game of Thrones Tapestry, capturing all the key moments from Season 1 right up until the events leading to Season 7’s premiere and featuring all the beautiful locations for their client Tourism Ireland.

We curated  a bespoke team of artists who worked relentlessly in tandem with the weavers to create 66m of artwork in under 8 weeks. As season 7 unfolded, we worked responsively to reveal new sections of the tapestry each week, capturing key events from the previous week’s episode, as well as animating images of the tapestry to promote on social.

The Tapestry was highly lauded and gained many awards both at Cannes Lions plus winning the Grand Prix at Kinsale Sharks.

Each element of the campaign drove people to a special section on Tourism Ireland’s international website; Ireland.com, where an interactive ‘Northern Ireland Game of Thrones® Tapestry’ web app allowed fans to zoom in and explore the tapestry in full, reliving some of their favourite scenes from previous episodes. Fans were able to use the app to share those scenes with their friends, via social media, and link to pages showing where they were filmed in Northern Ireland.

The campaign, created in partnership with HBO, was rolled out by Tourism NI in Northern Ireland and the Republic of Ireland as well as across Facebook, Twitter, Instagram and YouTube in ten markets – Great Britain, the United States, Canada, Australia, France, Germany, Spain, Italy, the Netherlands and Scandinavia. Tourism Ireland also targeted its own social fanbase – posting and tweeting to its 4 million Facebook fans and more than 403,000 followers on Twitter globally.

This campaign was built on the success of Tourism Ireland’s previous Game of Thrones® campaigns, including the 2016 ‘Doors of Thrones’ campaign which reached an estimated 126 million people around the world, with the campaign’s various short films being viewed 17 million times, generating coverage worth about £11.3 million. The ‘Doors of Thrones’ campaign has racked up over 30 awards and accolades from the marketing and advertising industry across Europe and the United States, including three prestigious Lions Cannes awards.