The Lego Movie Ad Break
Award: Wood Pencil
Wood Pencil / Integrated & Innovative Media / Innovative Media / 2015
To promote the Lego Movie, in which the whole world is made of Lego, PHD Media used the toy's transformative magic to turn other brands' advertising into the branded content for the film. The campaign was a 3:30 minute ad break that featured Lego remakes of existing ads by the British Heart Foundation, Confused.com, BT and Premier Inn. The idea was so appealing to the brands that each of them fronted their own production and media costs to be part of the campaign. Launched during a flagship ITV show, over six million people saw the ad break, with YouGov describing it as the best they've ever measured.
-
Video Player is loading.
This is a modal window.
The media could not be loaded, either because the server or network failed or because the format is not supported. -
-
Are you credited on this winning entry?
If you've been awarded Wood Pencil or above, drop us your details for further information about how you can order your D&AD Pencil. If you've previously won In Book or a Nomination and would like to celebrate your achievement with a Wood or Graphite Pencil, please let us know.