LEGO: Help children save the Arctic
United Kingdom ... LEGO Group LEGO Greenpeace has announced its intention to put kids at the heart of its ongoing campaign for LEGO to end its co-promotion with Shell, as it revealed its second video, which stars three young children. The video is accompanied by a global competition asking LEGO fans to build something out of LEGO which will help save the Arctic from Shell. The video, made by UK creative agency PGA, is designed to appeal to children and parents. In it, three children describe an imaginary day out in the Arctic including riding a polar bear and sledding down a glacier. At one point an Antarctic penguin makes an unexpected appearance. The childrenâs imaginings are brought to life in LEGO using CGI graphics. The three girls, Robin Gilbert, age six, Chen Mingzhu, age seven and Florencia Simms, age seven, speak English, Mandarin and Spanish respectively. These are the three most spoken languages in the world. More than 700,000 people have already signed a petition urging LEGO to end its deal with Shell. Greenpeace attempted to deliver the petition to LEGO twice, and both times LEGO refused to accept it.A Category: Entertainment & leisure URL: http://create.legoblockshell.org/desktop Client: lego ...
Greenpeace: Everything is NOT awesome.
TV & Cinema
United Kingdom LEGO: Everything is NOT awesome. Greenpeace International Greenpeace Greenpeace has released a film online today, aiming to highlight LEGO's collusion in the threat to the Arctic by promoting the controversial Shell brand on its toys. Shell is under pressure from regulators and NGOs over its plans to drill in the Arctic, which threatens the people and unique wildlife that live there. The haunting and beautifully shot video, made by BAFTA-winning creative agency Don't Panic, London begins by revealing a magical and playful Arctic wonderland made of LEGO. But as the scene pans out, it's revealed Shell has moved in to drill â and something has gone wrong. An evocative cover version of the theme song from The LEGO ...
Warner Bros.: THE WORLD'S FIRST ALL LEGO AD BREAK
Time Warner Inc. ,
THE LEGO MOVIE
United Kingdom ... LEGO AD BREAK Time Warner Inc. Warner Bros. THE LEGO MOVIE THE LEGO MOVIE Phd Media CLIENT WARNER BROS. PRODUCT ENTERTAINMENT ENTRANT PHD MEDIA LONDON, UNITED KINGDOM TYPE OF ENTRY USE OF MEDIA CATEGORY USE OF SCREENS IN A MEDIA CAMPAIGN TITLE THE WORLD'S FIRST ALL LEGO AD BREAK PRODUCT/SERVICE ENTERTAINMENT MEDIA AGENCY PHD LONDON, UNITED KINGDOM MEDIA AGENCY 3 PHD DRUM LONDON, UNITED KINGDOM ENTRANT COMPANY PHD MEDIA LONDON, UNITED KINGDOM MEDIA AGENCY 2 PHD MEDIA LONDON, UNITED KINGDOM NEIL BURLING PHD MEDIA MEDIA DIRECTOR SUSIE MILBURN PHD MEDIA MEDIA MANAGER BECKY SMITHSON PHD MEDIA BROADCAST ACCOUNT DIRECTOR SIOBHAN WOODROW DRUM SENIOR CONTENT PRODUCER JENNIFER NICHOLSON PHD MEDIA BUSINESS DIRECTOR DANIEL BARNES PHD MEDIA HEAD OF INVESTMENT ALI TERRELL DRUM PRODUCER SIMON BAKER ITN PRODUCTIONS HEAD OF PRODUCTION CHRIS CHURCH ITN PRODUCTIONS SENIOR PRODUCER SOPHIE ROGERSON ITN PRODUCTIONS TILT MD FABIAN MORITZ BRICKSPORTS ANIMATOR AND SET DESIGNER KEVIN ULRICH BROTHERHOOD WORKSHOP ANIMATOR BRIAN ULRICH BROTHERHOOD WORKSHOP SET DESIGNER LEIANNA CAMPBELL MOVING PICTURE COMPANY PRODUCER BROTHERHOOD WORKSHOP ADDITIONAL COMPANY BRICKSPORTS ADDITIONAL COMPANY Results and Effectiveness Six Million people saw the LEGO break live on TV, and social media went into meltdown, leading to an additional 1million seeking it out on YouTube. Post-launch tracking indicated that the ad break influenced an incremental 5% of opening week’s box office revenue, resulting in a ROMI of £5.96 for every £1 spent. Finally, the 3½ minute break was independently tested by market research company YouGov, who described it as the best performing ad break they’ve ever measured – aggregating the ads into a piece of ‘LEGO-tainment’ made the break 14% more enjoyable than an identical break featuring the originals. Creative Execution We approached and secured four LEGO-friendly brands – the British Heart Foundation (BHF), British Telecom, Confused.com (an insurance aggregator) and Premier Inn hotels - and remade the familiar TV ads they had on air at the time in LEGO, interspersing the break with imagery of the movie’s characters and ending it with a trailer. (N.B. Such was the appeal of this unprecedented idea that these four brands paid their own production and media costs to ensure they could be part of it. Warner Bros. did not pay for anything other than their own media.) Managing the combination of four different brands whose original ads were created by four different ad agencies and bought by three media agencies, we sourced production companies to recreate the ads in LEGO and co-ordinated all of this into a single 3 ½ minute break, supporting it with a full PR launch and social media strategy. Insights, Strategy and the Idea To hit its UK box office targets, The LEGO Movie needed to get adults who could easily dismiss it a ‘kids film about toys’ to go and see it. We did this with a media solution which would rekindle childhood memories of the magic of the brand and unlock their inner child by joyously turning part of their recognisably ‘grown-up’ world into LEGO. For a movie in which the whole world is made of LEGO, we replicated that experience for viewers of the UK’s most-watched weekend family TV show, Dancing on Ice, by turning existing TV ads into branded content for The LEGO Movie – rebuilding them brick-by-brick in LEGO. It would be a TV event in its own right which would delight both adults and kids at the same time. It was an epic and unprecedented idea – The world’s first all-LEGO ...
LEGO: The Awesome Alliance
Denmark ... LEGO Group LEGO Konstellation, Copenhagen Category: Entertainment & leisure Brand: lego Agency: Konstellation, Copenhagen Country: Denmark CHALLENGE / STRATEGY No matter how splendid the production, movies have a fairly short lifespan in cinemas after premiering, the LEGO® Movie being no exception. So we set out to prolong families’ engagement with the film by inviting them, not just to spectate but, to create the adventure. We founded the Awesome Alliance, and created a storyline closely aligned with the movie universe. Our Awesome Allies (the participating families) were then urged to help our struggling LEGO Movie heroes, using brickmented reality (see execution) and their own awesome imagination. SOLUTION We developed a gamification concept anchored in the LEGO® Movie universe and aligned with LEGO®’s core brand values, play and creativity, The Awesome Alliance consists of 6 missions(#awesomize, #robosguise, #happify, #imaginator, #wingit and #piratize). Missions that consumers have to solve creatively together. Consumers complete each mission by building a LEGO® figure, pair it with the real world, snap a picture and share it on social media using the unique hashtag. The Awesome Alliance was launched on the same date as the movie premiered, and rolled out on LEGO®’s own digital channels: Facebook, Instagram, Google+ etc. RESULTS Families from 132 countries chose to join the Awesome Alliance, submitting mission photos more creative than we ever dared to dream of. The campaign created an organic reach of 10.000.000 and engaged an impressive 15% across various social media platforms. Not to mention general excitement revealed in the tons of touching comments and handwritten letters from families all over the world. All in all, a whole lot of families around the world have had a whole lot of LEGO® branded fun, engaging with the LEGO ...