The unheard of happened! Recordings showing new LEGO sets walking and driving on the streets of Polish cities as if they were alive appeared on the Internet. How did this happen and who is behind it?
Challenge
The launch of new products is a big event for every brand.
By definition, it should be spectacular, loud and unforgettable. Easy, right?
We only had to create a campaign that will efficiently respond to the brief and meet all of the above expectations – a challenge we were ready to accept.
Our approach
Cool LEGO sets, full of sports cars, wild animals and planes, deserve equally cool communication. That’s why this time we decided to go far and beyond. We asked ourselves: “What if the new sets came to life and just took off to explore cities? What if they went out to people and appeared in well-known, characteristic places?” A few slides, calls, internals later it turned out that the idea had potential. But one question remained: how to make the bricks alive?
During the research, we came across several foreign projects using the FOOH (Fake Out Of Home) format. Computer-generated animations that can be set in a real space in the way that the whole thing looks as real as possible, perfectly suited our needs. We decided to take advantage of it.
We built several mini-narratives around the characteristic elements of each new LEGO set. Then we selected well-known and recognizable places in three Polish cities – Kraków, Warsaw, Gdańsk – where our sets would fit in the surroundings and create captivating scenarios.
Then we found an Instagram profile of Dawid Herda, a CGI magician, whom we took onboard. In this way, four hyperrealistic animations lasting several seconds were created. Additionally, to intrigue the audience even more, we showed them in the form of TV breaking news reporting on unheard events in urban space.
Animations appeared on the Lego brand profile, on Dawid Herda’s social media and on selected DOOH media in the mentioned cities.
If you haven’t believed before that LEGO sets can come to life and hit the town, check this campaign and you may change your mind ;)
