The LEGO Group - "Lego: LEGO® DreamZzz Global Launch"

Amplify

Amplify London, Großbritannien

Awards

519

Marke: The LEGO Group
Länder: Großbritannien

Werbende: LEGO

Titel	Lego: LEGO® DreamZzz Global Launch
Agentur	Amplify
Kampagne	Lego: LEGO® DreamZzz Global Launch
Werbende	LEGO
Marke	The LEGO Group
Datum der ersten Ausstrahlung/Veröffentlichung	2023
Geschäftsbereich	Werbung & Kommunikation
Slogan	Amplify + The LEGO Group® Hunt for the Dream Creatures with LEGO® DREAMZzz...
Story	LEGO® DREAMZzz is a ten-episode TV-series created by The LEGO® Group that follows a group of children who discover a secret that has been kept for thousands of years… dream worlds are actually REAL. Blending real-life and fantasy LEGO® DREAMZzz presented dreams not just as fantasies but as destinations that children could visit, and co-create within. A place where real-life and fantasy unite. How could we take inspiration from the IP and transport our audience into the story, and, in doing so, captivate a new audience with the LEGO® DREAMZzz world?
Philosophie	LEGO DreamZzz: Hunt for the Dream Creatures Breaking news! Mysterious doors have appeared across the planet, sending people bananas… “How did they get here? And what’s behind them?” As sightings spread across the globe, news reporters called on our audience of creative dreamers to help find them and put them back in their ‘Dream World’. LEGO® DREAMZzz A format-breaking, mixed-reality campaign. Rather than seeing this global launch as a multi-channel media campaign with individual tactics, cutdowns and touch-points, we instead reimagined how we treat each campaign moment as a canvas for storytelling. Seeing each component as a chapter in the story rather than a media placement. It still needed to look great as individual stories but form the elements of a more expansive social story - creating something bigger than the sum of its parts. The story first appeared on 3D billboards in Japan, UK + USA markets - turning them into portals for the LEGO® DREAMZzz world. We used this moment to tease our story of invasion. A series of social films that augmented real-life footage with CGI characters following. This added to the “creature sightings” narrative as they appeared both before, and after the show’s launch. The story culminated in a breaking news film that presented the invasion as a new reality that was taking the world by storm - making the ‘dream creatures’ invasion of our world feel as real as possible. This reality-blending campaign led children to dive further into the story itself, hunting for the dream creatures across the LEGO digital and physical ecosystem at LEGO.com, LEGO® Life, LEGO brand retail stores and LEGOLAND parks themselves. Anyone who found a creature was rewarded with exclusive badges that unlocked more stories in the DREAMZzz world.
Problem	We aimed to blur the lines of what’s real and what’s not by crafting the campaign to live in the same blurry area.
Medientyp	Internet-Film
Mehr Informationen	https://www.weareamplify.com/work/global/lego-r-dreamzzz-global-launch
Tonstudio	String and Tins
Client Creative Director	Alistair Campbell
Client Associate Creative Director	Jon Wicks
Client Creative Specialist	Robbie Campbell
Senior Producer	Daisy Ausden
Creative Director	Jordan Dale
Senior Content Producer	Verity Snow
Produzent	Jess Curtis
Kaufmännischer Geschäftsführer	Kate Howells
Regisseur	Chris Boyle
Produktionsfirma	Private Island
Executive Producer	Helen Power
Shoot Producer	Lucy Benson-Brown
Produzent Post-Produktion	Áine O'Donnell
Direktor Fotografie	Matt Fox
Cutter	Kuba Sobieski
VFX-Künstler	Alex Dubus
VFX-Künstler	Benjamin Pearce
VFX Company	WE ARE COVERT
Grad	Alex Gregory
Sounddesigner	Culum Simpson
Post-Produktion	No8