The campaign to promote HBO’s hit post-apocalyptic series The Last of Us kicked off with a pre-launch guerrilla stunt, covering existing Sky Broadband paper ads with graffiti bearing the show’s tagline, ‘When you’re lost in the darkness, look for the light’, and the distinctive Fireflies logo.

Similar creative was used in Atlantic idents and on the Sky UI. ​Alongside a nationwide OOH campaign using HBO key art was a dynamic digital 48-sheet that changed throughout the day to show a torch beam revealing the tagline. ​Also created were bespoke panels for digital escalators featuring the main characters, and key lines of dialogue from the show.