LEGO Film, Digital LEGO Builders of Infinity by Serviceplan Munich

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LEGO Builders of Infinity

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Industry Toys
Media Film, Digital, Interactive & Mobile
Market Germany
Agency Serviceplan Munich
Released February 2012


Cresta Awards 2012

Credits & Description

LEGO "LEGO Builders of Infinity"
Entrant: Serviceplan, Munich
Agency: Serviceplan
Creative Director(s): CCO: Alexander Schill; Executive Creative Directors: Maik Kaehler, Christoph Nann
Copywriter(s): Marc Vosshall
Art Director(s): Till Diestel, Oliver Schwank
Music Company: Gero Goerlich
Other(s): Executive Creative Director(s): Friedrich von Zitzewitz, Daniel Koennecke
Screen Design: Dennis Fritz
Programmer(s): Sven Busse, Robert von Leoprechting
Special Effects: Raul Dueck
(We had to develop a digital campaign for LEGO that promotes the core of the brand: creativity. As this is what the target audience uses when playing in whatever way with LEGO bricks, it was important for us to involve the user to create something new and big. Our aim was that everybody who gets in contact with our digital campaign becomes part of it by using their own creativity. We created an idea for the most common banner: The leaderboard banner. 728px x 90px for endless fun: An interactive jump 'n' run game, created by the users themselves. A little LEGO figure, starting on the very left, has to reach the right side of the banner in order to finish a level. While playing in the banner, user always have the possibility to visit Here, users can create their own level -- with LEGO bricks. Small bricks, big bricks, moving bricks, pink bricks, fast forward bricks... Once a user finished building a level, he can publish it. His level will be added to the game -- raising the number of levels for the banner. And they can share their level with friends on facebook. So they can start playing the game with your level. Additionally everyone can embed the banner to his blog or website: Making it a viral banner campaign with very low media effort. Countless LEGO fans from all over the world create a never-ending jump 'n' run game. And to become #1 in the highscore some of them played even more than 1 hour on this banner. Already in the beginning there were about 50 levels per day created by users. The number raise every day. Also the time the banner kept users interested, was enormous: To become #1 in the highscore some of them played even more than 1 hour on this banner.