On a sunny Saturday in June Jack Arts headed over to London’s Earls Court Exhibition Centre aboard a custom made Viking chariot to promote Joe Abercrombie’s latest novel, Half a King.

Harper Collins approached Jack Arts to create a campaign for The Sunday Times bestseller, Joe Abercrombie’s new novel Half a King, a classic coming of age story of an outside seeking justice for his father. Published under Harper Voyager the science fiction imprint of Harper Collins, the challenge was to appeal both to the author’s hardcore fans and the younger fantasy audience, while also appealing to a broader range of readers.

JACK Arts are always up for a challenge and the concept of a Viking chariot to bring word of the book to the 20,000 fantasy fans attending London Film and Comic Con at Earls Court Exhibition Centre, was born. Branded with the Half a King marketing the chariot was ridden to the venue and fans needed little encouragement to come aboard, taking pictures and spreading the word via #halfaking. The stunt was a hit, with even the author taking a ride, and fans, old and new, taking away a sample chapter of the book.