The Drum Awards for Marketing - Extended Deadline

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Agency: Lego
Client: Lego
Date: Nov 2018
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Amid growing competition from modern toys and the internet, Lego has stumped up for its ever global festive campaign to show how its humble brick can transport people of all ages into a kaleidoscopic, imaginary world.

The toymaker has gone with the tagline: 'This is not a brick. It’s their wildest wishes’, underscoring the idea that there's a Lego set for everyone.

This ethos is brought to life in a hero film, set to the sound of Johan Strauss II's The Blue Danube, which depicts kids' unwrapping Lego gifts before being transported into their own fantastical worlds.

Created in-house by the brand, the colourful, action movie-esque film features scenes encompassing a variety of interests from Star Wars to police cars, dinosaurs to animals.

The ad will hit UK TV screens on 5 November, accompanied by an extensive search strategy which will see 'passion point' landing pages introduced on Lego.com to drive a link between kids' interests and Lego's collection.

A Facebook chatbot called Raplh and an AR filter will also be available for children and their parents to play around with in the run up to Christmas.

Credits

Agency: The Lego Agency

Global Creative team: Vice-President: Remi Marcelli

Senior Creative Director: Vivi Kjærgaard Schlägelberger

Creative Lead: Lucas Reynoso

Global Communication Partner: Marie Baltzersen

Senior Director Global Strategy: Mari-Louise Jonsson

Senior Brand Strategist: Genevieve Capa Cruz

Campaign Strategist: Niels Bellar

Production Team:

Head of film production: Charlie Henniker

Producer: Tony Lauge Madsen

Project Manager: Susanne Windfeld

Animators: Patrick Greve Hansen & Dennis Glassow Laursen

Localization: Anne-Dorte Kristiansen & Lene Williams

Content Managers: Kenneth Sanchez & Jachline Huynh Thi Diem Thuy

Production Companies:

Production Company: M2 Film.

Director: Anders Walter

VFX Director: Thomas Mikkelsen (M2 Film)

Director of Photography: Rasmus Heise

Executive Producer: Ole Holm Christensen (M2 Film)

VFX Company: This is not a brick 1.0 (Outpost VFX) // This is not a brick 2.0 Dinosaurs (Tippett Studio) // This is not a brick 2.0 Friends (Goodbye Kansas Studios)

Music:

Johan Strauss II – “An der schönen blauen Donau“ (The Blue Danube)