Play is your Superpower / The LEGO Group

Hoorah. We got to create this global LEGO campaign that positioned play as a superpower. The film, a full 5 minutes of unadultered unadulting - was also actually playable. With a secret mission within the story, and each character dropping clues on social.

The initial film launched in Fall, and then lead straight into the most important retail time of the year for The LEGO Group, Holiday. When we revealed that every character represented one of the key products for sale that year - a move that lead to their most successful Black Friday and Cyber Monday sale ever. How’s that for a superpower?