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

Amplify

Amplify London, United Kingdom

Премии

518

Бренд: The LEGO Group
Страна: United Kingdom

Рекламодатель: LEGO

Заголовок	Lego: LEGO® DreamZzz Global Launch
Агентство	Amplify
Кампания	Lego: LEGO® DreamZzz Global Launch
Рекламодатель	LEGO
Бренд	The LEGO Group
Дата первой трансляции/Публикации	2023
Бизнес сектор	Реклама и связь
Слоган	Amplify + The LEGO Group® Hunt for the Dream Creatures with LEGO® DREAMZzz...
История	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?
философия	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.
Проблема	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.
Тип медиа	Веб-фильм
Больше информации	https://www.weareamplify.com/work/global/lego-r-dreamzzz-global-launch
Звуковой дизайн компании	String and Tins
Client Creative Director	Alistair Campbell
Client Associate Creative Director	Jon Wicks
Client Creative Specialist	Robbie Campbell
Senior Producer	Daisy Ausden
Креативный директор	Jordan Dale
Senior Content Producer	Verity Snow
Продюсер	Jess Curtis
Коммерческий директор	Kate Howells
Директор	Chris Boyle
Продакшн Студия	Private Island
Исполнительный продюсер	Helen Power
Shoot Producer	Lucy Benson-Brown
Продюсер пост-производства	Áine O'Donnell
Оператор-постановщик	Matt Fox
Редактор	Kuba Sobieski
Художник по видеоэффектам	Alex Dubus
Художник по видеоэффектам	Benjamin Pearce
Компания, которая занимается визуальными эффектами	WE ARE COVERT
Класс	Alex Gregory
Звукорежиссер	Culum Simpson
Послепроизводственный этап	No8