Lego blends Lego fantasy and real play into a campaign that features Katy Perry; her song, Firework; a giant Lego-replica vehicle designed by children and Iron Man. The film’s messages are many. It carries the ongoing lessons that Lego helps to foster children’s endless possibilities for play and their ability to rebuild it for the better. It reminds parents of the importance of prioritising play over perfection and valuing child-ish joy. And it notes that play is the best way to bring people together.
It’s a huge campaign, with long content, a 3-minute spot, a 60-second TVC and a collection of smaller content pieces featuring Katy Perry, including videos of children interviewing her and of her building a gift as part of the #BuildToGive initiative. The full campaign will run across TV, digital, out of home, social and e-commerce, and in Lego stores in 35 markets.
The campaign was developed by the creative team from the Lego Agency, directed and produced by Traktor, with post-production by The Mill. It is the first time that Lego has featured a celebrity in its Christmas campaign. Perry is, it would seem, an avid Lego fan and collector. The commercial includes an unscripted section in which a group of children was given Lego bricks and asked to build their perfect present delivery vehicle and to talk about the magical adventure they would take it on. After the children presented their ideas, Lego built a larger-than-life version of their vehicle and the film shows their real surprise when they are shown it – with Katy Perry standing on top.
The Lego Group has also launched digital and in-store wish lists for children to let their parents know what their perfect gift would be. There will also be an online Lego Gift Finder so gift givers can easily find the Lego products that inspire the children in the film. Coinciding with the Christmas campaign is the Lego Group’s sixth annual #BuildToGive initiative, which will encourage children and families globally to build a Lego creation and share it online to give a LEGO set to a child in need. Lego will be giving two million sets to children in hospitals, children’s homes and vulnerable communities.
Credits
Client & Creative: The Lego Agency
Senior Vice President: Nicole Taylor
Global Creative Lead: Lucas Reynoso Vizcaino
Global Creative Team: Julie Koch, Gonzalo Torres Arce, Martin Rathschau Bekkersgaard Nielsen
Global Brand And Markets Partner: Julie Regis
Senior Global Communication Partner: Simran Khaira
Global Brand Strategist: Sonal Jhuj
Global Communication Strategist: Richard Yardley
Social Strategist: Natalie Williams
Global Project Manager: Malene Kallestrup, Roman Melo, Preben Gregers Jespersen
Head of Production: Charlie Cooper Henniker
Senior Lead Producer: Uffe Bryld
Producer: Elaine Lee
Senior Film Production Manager: Mette Soegaard Lorenzen
Post Production Manager: Lene Williams
Senior Content Planner: Kenneth Sanchez
Brand Global Marketing Development Team: Alero Dawn Akuya, Lisa Nash, Charlotte Lor
Production Company: Stink Paris
Director & Producer: Traktor
Executive Producer Stink: Helene Segol
Service Production Company: Icon Films Sofia
Executive Producer Icon: Emil Rangelov
Producers: Millen Nickolov, Gergana Kuzmova
Production Manager: Galabena Botova
DoP: Sophie Winqvist
Production Designer: Markéta Korinkova
Art Director: Eva Vento
Costume Designer: Djanina Baykoucheva, Dora Somova
Costume Design For Katy Perry: Heather Picchiottino
1st Ad: Ben Gill
Magic Unit Director: Rozaliya Dimitrova
Magic Unit Director & DoP: Saam Gabbay
Casting: Kate & Lou & Roo
Editorial Company: Final Cut
Editors: Amanda James, Leah Burton
Editors Asst.: Josh Chadwick
Edit Producer: Nikki Porter
Sound Design: Machine Sound
Sound Designers: Patch Rowland, Alex Bingham And Chas Langston
Music Composer Passion Films: Brice Cagan, Alex Bingham
Sound And Music Producer: Ghazal Zargar Elahi, Rebecca Boswell, Amber Clayton
Music Hero Film: Katy Perry/Universal Music
Grading: Company 3
Colourists: Jean-Clement Soret, Matthieu Toullet
Colour Producer: Ellora Soret, Kerri Aungle
Post Production: The Mill
Executive Producer: Chris Allen
VFX Producer: Solomon Tiigah
VFX Supervisor: Lora Nikolaeva
CG Supervisor: Ted Harrison
2D: Vanessa Duquesnay. Loredana Gangemi, Davide Metti
3D Team: Jack Enever. Arnau Gilabert, Platon Filimonov, Jean Grandgirard
Animation Lead: Mack Knights
Animation: Marion Strunck
Rigging: Maximilian Mallmann
On-Set Supervisors: Filip Popov, Rodrigo Jimenez-Baena
