JCDecaux’s outdoor campaign for Foxtel’s launch of Game of Thrones season 7 is its largest ever interactive campaign.

To promote Foxtel and its launch of Game of Thrones season 7, JCDecaux has created its largest ever interactive outdoor campaign.

Proximity sensors in the signs will bring an animation to life, revealing the Night King to passersby.

The campaign, developed in partnership with Foxtel and Mindshare, is also JCDecaux’s largest ever execution of day-and-night printing. In Sydney, Melbourne, Brisbane, Adelaide and Perth, residents will see subtle daytime messaging, which transitions to more ‘haunting’ creative at night.

“This is another exciting first for us with a large-scale interactive campaign,” says Alan Klein, head of creative solutions at JCDecaux. “The eerie reveal of the Night King is sure to catch people’s attention and is the perfect opportunity to showcase our Proximity Sensor technology.”