LEGO Hunt for the Dream Creatures with LEGO DREAMZzz

Client: The LEGO Group

“What if everything you ever dreamt was real?”

This was the opening line of the brief from The LEGO® Group, as an introduction to their latest IP: LEGO® DREAMZzz™. LEGO® DREAMZzz™ is a new fantasy IP with a twenty-episode TV series that follows a group of ordinary children who discover a secret that has been kept for thousands of years… the dream world is REAL. With this series, The LEGO® Group presented dreams not just as fantasies but as destinations that children could visit, and co-create within. Ultimately, a new reality. How could we help show the world that DreamZzz just got real? Alongside The LEGO® Group’s internal agency, we took the essence of the LEGO® DREAMZzz IP, the blurring of what’s real and what’s not and launched our digital campaign in the same blurry area, truly placing our audience at the heart of the IP; and change the game of faux OOH campaigns. In the words of Jon Wicks, Associate Creative Director at OLA: “We want children to feel empowered to create a world of their wildest dreams.” Rather than treating it as a conventional media campaign, together we turned every component into a storytelling canvas, building an ongoing narrative that culminated in the launch film and captured the imagination of our creative dreamers. The result? A collaborative piece of work, with a single story that blended the regular worlds of our young audience, with the new visual world of the series, quickly transporting them into this new “reality”.