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Heroes Needed Campaign [LEGO]

 

Brief & Concept

 

The Brief:

Tap into boy's desire for reality play, and their passion for real life problem solving. Develop a communications platform, and a series of tactics to excite, entertain and turn 5-8 year old boys into LEGO City advocates.

The Concept:

Concept: Heroes Needed. A series of tactical executions that speak directly to the boy in his language - loud, colourful, dramatic and tension-building, while also provoking action and participation from the boy. The campaign will put boys in the centre of the action, showcasing LEGO products that are relevant to the contemporary challenges of the real world.

Execution


TVC

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Feature 3

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