HBO
To promote HBO’s new fantasy show ‘His Dark Materials’, we turned influencer kits into hyper-personalized gifts: Personal Daemons.
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‘His Dark Materials’ is based on a fantasy trilogy in which every character has their own daemon: a physical manifestation of their soul in the form of an animal.
Before the season finale, we surprised super fans of the show with their own Personal Daemon.
Wouldn’t it be amazing if every person had their own personal daemon? Our thoughts exactly! So, we came up with a system to assign social media users a personal daemon based on their activity.
We teamed up with artist Kate McDowell to handcraft the most common Northern animals in the show in her signature style.
Then we packaged each Personal Daemon in a handcrafted, intricate wooden box laser-engraved with quotes from the show. Every super fan influencer also received a personalized letter introducing their very own their Personal Daemon.
Agency: 360i