To launch our new fantasy theme, we needed to capture the attention of the most distracted audience – kids. Amidst a sea of fantasy options, we sought to stand out and introduce kids to the wild possibilities of LEGO® DREAMZzz™.

Objectives:

· Get kids 6-12 to discover the world of LEGO® DREAMZzz and watch the content.

· Create hype amongst fans for the arrival of the series

· Deliver an international launch that excites kids across the globe

· Drive positive perceptions of the LEGO brand

Brief:

Bridging fantasy and reality, the IP presents dreams as a real place. With this launch we wanted to bring the world of kids’ dreams to life.

The Idea:

DREAMZzz just got REAL. We unleashed the creatures from our series into iconic locations around the world using innovative 3D anamorphic technology. We captured the events in a breaking news style film, and called on kids to hunt for the creatures.

Our animations were crafted to create the most dynamic anamorphic sequence possible. There is no standard size for anamorphic billboards so each scene was built bespoke to the placement. A frame held the branding but also provided a static point of reference to build the 3D movement around. We used this to create jaw dropping moments where the creatures appear to be bursting out of each billboard.

Our sequence happened in three stages:

Stage 1: We drove anticipation and curiosity by revealing dream portals.

Stage 2: Each creature burst out of the portal and interacted with space around them. We added scenery to set up dramatic moments of action, glass panels were shattered and concrete panels smashed to dust.

Stage 3: Our sequence culminated in a series of dramatic escapes through the sides of the billboards. This set up further engagement via a hunt for the dream creatures online.

Not only did our creatures break out of the billboards, they broke records. Our launch results exceeded our wildest dreams in the first year.

· Our 3D billboards and fantastical creatures reached over 14 million people across the globe.

· Reached 17% content awareness amongst kids, exceeding our objectives

· LEGO® DREAMZzz™ content has been viewed more than 100m+ times across platforms.

· The overall launch of LEGO® DREAMZzz™ drove 68% positive sentiment, 30% higher than average positive campaign sentiment (and just 2% negative).

· LEGO® DREAMZzz™ content drove kids’ perceptions of the brand, with 43% of them liking the brand more after watching the show.

· As a bonus, we were awarded extra media time for free at Piccadilly Circus as there was so much positive sentiment around the creative work.