A culturally driven campaign reimagining the world of Westeros through an Irish lens.

Rather than treating House of the Dragon as distant fantasy, the campaign drew parallels between Westeros and Ireland. Shared themes of loyalty, betrayal and power were rooted in Ireland’s own myths, rivalries and characters that would not feel out of place in Westeros.

The campaign launched with creator Garron recapping Season 1 through his distinct Irish humour, bringing a conversational, irreverent tone to the world of Westeros. Collaborations with Weird Ireland further explored the parallels between Irish mythology and the show, grounding fantasy in familiar cultural references.

Using Instagram Stories, we asked our community to weigh in on themes of power, loyalty and betrayal, then took those responses to the streets to capture honest reactions. Characters were reimagined through Irish stereotypes, castle stay competitions brought the idea into the real world, and exclusive trailers built anticipation across the season.

By reframing House of the Dragon through a distinctly Irish perspective, the campaign turned global fantasy into something culturally familiar, participatory and unmistakably local.

Creative Direction: Peggy O’Neill
Team: Niall Kelly, Jonathan Murphy