Media and Entertainment Campaign

Media and Entertainment Campaign

Lego

What could have been a logistical nightmare turned into a dream ending for a joint initiative between PHD, Drum, Warner Bros and ITV that transformed The Lego Movie into one of the year’s biggest box-office hits.

The campaign provided a neat solution to the problem of persuading adults to watch what they might have dismissed as a "kids’ film".

A creative solution was found by taking over an ad break during ITV’s Dancing On Ice with a commercial that recreated four ads shot by shot using Lego bricks, with the aim of rekindling childhood memories of the brand among grown-up viewers.

Almost six million people saw the Lego ad break live, with another 1.2 million watching it on YouTube.

The Lego Movie went on to smash its box-office targets.

Topics

You have

[DAYS_LEFT] Days left

of your free trial

Subscribe now

Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).