For kids, Legoland Parks can be a magical place of imagination. That sense of wonder is fully imbued in the latest global ad campaign for the parks by London agency BMB.The new campaign positions Legoland Parks as the place for children to go to unlock their imagination and a new TV ad helps...
For kids, Legoland Parks can be a magical place of imagination. That sense of wonder is fully imbued in the latest global ad campaign for the parks by London agency BMB.
The new campaign positions Legoland Parks as the place for children to go to unlock their imagination and a new TV ad helps promote that idea. In the fictional story, a Legoland Park warden is awakened by her animated Lego dog after oversleeping. After rushing to the park, she realizes the residents have already gotten into mischief and she must put things right.
A Lego dinosaur burps out a flying duck while an octopus climbs the hotel walls and fights with a ninja. A dragon then perches and a frog snatches a fly from midair as the warden puts everything in its place and tames the beasts right before visitors enter. It ends with the tag “Awesome Awaits.”
Paul Harvey, global marketing director of Legoland Parks, said: “A visit to Legoland is like stepping into a life-size Lego toy box, where all of your favourite sets are brought to life. For families, the prospect of visiting is full of excitement, wonder and imagination at what they’ll encounter. In our second brand campaign, we wanted to tell the story of our Lego models coming to life before the park opens – from a giant multi-coloured Lego Octopus to a tiny Lego frog – and give a glimpse of the awesome world of play that the whole family will be a part of when they visit.”
Simon Hipwell and Matt Pam, creative directors at BMB, added: “Building on the fairy tale quality of the last Legoland Parks campaign, we needed to create that same sense of wonder and scale that can only be found at a Legoland theme park. The hardest part of working on this incredible campaign was keeping the wonderful Legoland characters in check during the shoot. Luckily, we had our Park Warden there to help us.”