Role in project: Lead creative (conceptual & art direction, reporting to the CD)
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The idea
DREAMZzz Just got real: Defend the dream world
The Dream World is a real place. A fantastical world full of wild possibilities. But all is not well, it faces a new threat, the Never Witch, who wants to take it away in season two of the Netflix show!
So, we’re calling on kids – the most powerful dreamers of them all - to use their bravery, creativity and imagination to become Dream Chasers like Mateo and Izzie to help us defend it!
We executed this campaign platform in multiple ways, including:
TVC
Objective: Extend reach of the IP and product messages and drive product desire with both kids and shoppers
Recruitment OLV
Objective: Recruit and invite kids to join the Dream Chaser trials and defend the dream world.
We created a rallying cry for kids to discover the dream world, participate in the Trials and harness their own powers to become a Dream Chaser and defend the dream world! Executed in a variety of formats and fully optimsed and tailored per platform. Ultimately, this all directed to .com for Dream Trial challenges and activities.
Influencers
Mirroring the show, we invited influencers to get involved in the trials to become Dream Chasers to defend the Dream World. They created content on their channels, and we crafted compilations on ours to show the best bits and how others can get involved too.
We supported this activation with a .com experience for kids where they could participate in their own trials.
Example compilation videos on LEGO channels:
Example Influencer content:
Paid shopper content
Stop-frame animation of the sets themselves, showcasing 3 ways to build – all in a fun, story-led way., illustrating the power of the brick. This was designed for social and adapted for .com and retail partners.
We also created a wide range of paid carousels in a way that’s not been done before within The LEGO Group. Our visually grabbing, but story-led carousels caught the eye of scrollers within their feed to help promote the sets and drive traffic to .com.
Example Shopper Paid Asset:
Example carousel:
Always on content
Everything from memes to the villain disrupting your Instagram feed - we created content to keep the conversation around the Netflix show going, keeping it light-hearted and relevant.
Example meme:
https://www.instagram.com/reel/C65_1_itIYC/?igsh=MW8yMnhjejhxeHYwbw%3D%3D
Example video of The Never Witch disrupting feeds:
https://www.instagram.com/reel/C7EueqjOfSn/?igsh=MjlrMG4zNjBteDFx