Lego's award-winning hunt for dream creatures explained
Lego and Amplify have won the Content category at The Drum Awards for Creativity. Here is the award-winning case study.
Check out the award-winning campaign here
“What if everything you ever dreamt was real?” This was the opening line to the brief from The LEGO® Group, as an introduction to their latest IP - LEGO® DREAMZzz. LEGO® DREAMZzz is a ten-episode TV series created by LEGO that follows a group of children who discover a secret that has been kept for thousands of years… dream worlds are actually REAL. They’re places where children meet up and explore worlds together every night they go to sleep. With this series, LEGO presented dreams not just as fantasies but as destinations that children could visit, and co-create within. Ultimately, a new reality.
How could we transport their audience into a completely new world that they’d never seen before? And how could they inspire a generation of young viewers to believe their dreams can be reality? Alongside The LEGO® Group’s internal agency, Our LEGO® Agency (OLA) we took the essence of the LEGO® DREAMZzz IP, the blurring of what’s real and what’s not and launched our campaign in the same blurry area - truly placing our audience at the heart of the IP. Rather than treating it as a conventional media campaign, we turned every component into a storytelling canvas, building an ongoing narrative that culminated in the launch film and captured the imagination of our dreamers. The result? A collaborative piece of work, with a single story that blended the worlds of our young audience, with the visual world of the series - quickly transporting them into this new “reality”.
Amplify + The LEGO® Group Hunt for the Dream Creatures with LEGO® DREAMZzz “What if everything you ever dreamt was real?” This was the opening line of the brief from The LEGO® Group, as an introduction to their latest IP - LEGO® DREAMZzz™. LEGO® DREAMZzz™ is a new fantasy IP with a twenty-episode TV series created by The LEGO® Group that follows a group of ordinary children who discover a secret that has been kept for thousands of years… the dream world is REAL. These kids journey into the dream world where they discover the creative power of dream crafting and venture out to help sleeping children being terrorised by the evil Nightmare King. (They’re places where children meet up and explore worlds together every night they go to sleep.) With this series, The LEGO® Group presented dreams not just as fantasies but as destinations that children could visit, and co-create within. Ultimately, a new reality. But how could we help show the world that DreamZzz just got real? Alongside The LEGO® Group’s internal agency, Our LEGO® Agency (OLA) we took the true essence of the LEGO® DREAMZzz IP, the blurring of what’s real and what’s not and launched our campaign in the same blurry area, to truly place our audience at the heart of the IP.
In the words of Jon Wicks, Associate Creative Director at OLA: “We want children to feel empowered to create a world of their wildest dreams.” Rather than treating it as a conventional media campaign, together we turned every component into a storytelling canvas, building an ongoing narrative that culminated in the launch film and captured the imagination of our creative dreamers. The result? A collaborative piece of work, with a single story that blended the regular worlds of our young audience, with the new visual world of the series - quickly transporting them into this new “reality”.