Lego: This Is Not A Brick by Lego
- Location:
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)