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Amplify + The LEGO Group® Hunt for the Dream Creatures with LEGO® DREAMZzz...
Background + Challenge
LEGO® DREAMZzz is a ten-episode TV-series created by The LEGO® Group that follows a group of children who discover a secret that has been kept for thousands of years… dream worlds are actually REAL.
Blending real-life and fantasy:
LEGO® DREAMZzz presented dreams not just as fantasies but as destinations that children could visit, and co-create within. A place where real-life and fantasy unite.
How could we take inspiration from the IP and transport our audience into the story, and, in doing so, captivate a new audience with the LEGO® DREAMZzz world?
We aimed to blur the lines of what’s real and what’s not by crafting the campaign to live in the same blurry area.
LEGO DreamZzz: Hunt for the Dream Creatures
Breaking news! Mysterious doors have appeared across the planet, sending people bananas…
“How did they get here? And what’s behind them?”
As sightings spread across the globe, news reporters called on our audience of creative dreamers to help find them and put them back in their ‘Dream World’.
A format-breaking, mixed-reality campaign.
Rather than seeing this global launch as a multi-channel media campaign with individual tactics, cutdowns and touch-points, we instead reimagined how we treat each campaign moment as a canvas for storytelling. Seeing each component as a chapter in the story rather than a media placement.
It still needed to look great as individual stories but form the elements of a more expansive social story - creating something bigger than the sum of its parts.
The story first appeared on 3D billboards in Japan, UK + USA markets - turning them into portals for the LEGO® DREAMZzz world. We used this moment to tease our story of invasion.
A series of social films that augmented real-life footage with CGI characters following. This added to the “creature sightings” narrative as they appeared both before, and after the show’s launch.
The story culminated in a breaking news film that presented the invasion as a new reality that was taking the world by storm - making the ‘dream creatures’ invasion of our world feel as real as possible.
This reality-blending campaign led children to dive further into the story itself, hunting for the dream creatures across the LEGO digital and physical ecosystem at LEGO.com, LEGO® Life, LEGO brand retail stores and LEGOLAND parks themselves.
Anyone who found a creature was rewarded with exclusive badges that unlocked more stories in the DREAMZzz world.