Game of Thrones is taking over Sky Atlantic ahead of the blockbuster show’s eighth and final season.
Sky Creative Agency, the broadcaster's in-house unit, has created Sky Atlantic's biggest-ever takeover before the series launches on 15 April. This will include altering the Sky Atlantic logo to convey the opposing forces of fire and ice in the story.
The theme, "The living vs the dead", is inspired by a line from Game of Thrones character Jon Snow.
All of Sky Atlantic’s promos, social media and continuity idents have been remade in line with the theme. The campaign will include outdoor activity, media partnerships with the Daily Mail and The Sun that offer fans exclusive content, a Sky Sports Premier League studio takeover and a UK-wide experiential tour allowing people to sit on the "iron throne".
Sky Creative Agency also rebranded some cars by Volvo, which is a sponsor of Sky Atlantic.
The work was created by Oli Francis and directed by Jo Fox. Sky Creative Agency collaborated with Framestore to create the multilayered animated Sky Atlantic logo.
Francis, creative director at Sky Creative Agency, said: "In previous years, we froze the logo and for the finale we really wanted to heat things up. Using dragon fire to burn the logo to within an inch of its life seemed like an apt way of doing that. I must admit we took some pleasure in nearly breaking Framestore’s pipeline."