Problem:
Dreaming allows us to do the unimaginable. To create new creatures and explore whole new worlds. They can be scary, but they also give us the opportunity to conquer our fears. How can we help parents explain this to kids in a way that's fun?
Soluion:
Here’s where The Magic Behind Dreams comes in.
To establish LEGO as a credible voice around bedtime, we created an 'eduseries' of useful, lighthearted videos to help parents explain everything about the magic of dreaming. The hero videos went live on Reels and YouTube Shorts, with more focussed cutdowns on Pinterest.
Results:
Organically, we received over 2 million views (and the most ever views on the LEGO YouTube Shorts channel at the time).
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Reels content
Episode 1 - Boosting creativity with dreams
Episode 2 - Taking on nightmares
Episode 3 - Setting yourself up for a dreaming adventure
Example cutdown for Pinterest
Creative & Art Director: Jonathan Sahin
Creative Director: Scott Selkirk Neillands
Producer: Lars Bartkaer
Production house: Gimmick