How creative campaign for LEGO beats global LEGO MASTERS TV reality show

Creative idea

2022- LEGO MASTERS campaign - global TV reality show, huge budgets, prime-time airing, celebrities. 2022 - creative EPIC LEGO WIN campaign with consumer competition, sending 1000 LEGO minifigures 35km into space. Footage of the flight was used in our creatives. Minifigures became the main prizes. Mechanics: 1. Buy LEGO 2. Register receipt 3. Win 1 of 1000 minifigures that touched space. INSIGHTS 1. LEGO lets kids create their own universe—hence the space theme. 2. Kids value symbolic items (postcards, old stones) - hence prize was 'only' minifigures with a story. IDEA 1. LEGO gives you the power to touch space (BRAND). 2. LEGO brings the universe to your bedside (PRODUCT)

Brand name: LEGO
Advertiser / client: LEGO
Product / service: Toys
Campaign name: Epic LEGO Win
Agency network: INDEPENDENT AGENCY
Agency: Kreativ Gang
Media agency: Initiative Media Prague s.r.o.
Production company: https://doubles.video/
Web address: https://epickalegovyhra.cz/
!n/f[label_opt1:]: 1
Agency chief executive officer: Dominik Matusinsky
Creative director: Tomas Leiblinger
Art director: Adrian Husar
Strategic planner / strategist: Lubomir Simko
Film production: Kristian Borzy
Director: Kristian Borzy