LEGO + Youtube Overview
THE ASK
Create a 6-second YouTube campaign (pre-roll advertising) for LEGO that boosts brand favorability.
CHALLENGE
Is a physical toy like LEGO still relevant in the digital world?
THE THINK TANK -KEY FINDINGS
We decided to hit the streets to conduct primary research (Man on the street/Voxpops, LEGO store visit) to determine if LEGO is still relevant in the digital age. During the research interviews we came across a 10-year-old who said that the best thing about Lego is that it does not require charge. That gave us an "Aha! moment," forcing us to ask what is the meaning behind a charger.
TENSION Highlight: Digital Boundaries
The digital world has pre-made stories and rules, but physical toys are still relevant because you're limited only by your imagination and your creative expression. You are the director---or even the inventor---who creates the rules, stories, characters, etc.
We decided to brief our creative team by giving them a box of LEGOS for them to play with, in order to understand the notion of playing without boundaries and the benefits of a physical toy. We decided to target millennial parents because they treat and see their kids as best friends (BFF) and understand the value of a physical toy and the importance for their child development.
INSIGHT
Children won't ever be able to explore or expand their imaginations because the digital realm---e.g., video games---will always pre-establish a world for them.
STRATEGY
Explore & Create Without Boundaries
BIG IDEA
What’s your story?
Since 1930, Lego has helped you create your own stories. Now let us help you bring it to life, whether it's in your living room or on your screens. Invite your friends and family and walk them through the world as you see it.
Storyteller Set
Lego’s limited-edition Storyteller Set comes with a built-in projector and VR goggles to enhance your world the way you want it. For those who can’t get a hold of the projector version, there is also a simplified version, which still features the VR goggles.
The Projector
Transform your bedroom into a visual stage with Lego's projector. Choose from ten different environments that are built into the container and give your story a proper scenery.
6 Second Bumper ads
Scalability
We see the bumper ads as being part of a series, where Lego can showcase their line of products. Whether it’s Star Wars, Batman, Frozen, or Ninjago, the possibilities are endless, much like the imagination of children.
The BRAINS behind the campaign:
CREATIVES: Sebastian Graus (AD) + Binna Kim (CW)
STRATEGISTS: Adam Gosch + Enrique Garcia Thompson