How The Lego Movie Raised The Branded Content Bar

How The Lego Movie Raised The Branded Content Bar
SHARE
THIS



The Lego Movie has been named the best Branded Arts and Entertainment project from 2014, in online publication Branded Arts Review’s annual round-up.

The animated blockbuster film, which broke box office records around the world, and featured the voices of Morgan Freeman, Will Ferrell, Elizabeth Banks and Liam Neeson, has topped the ‘Best of 2014’ list.

In announcing this year’s list, Branded Arts Review editor, Danielle Long, said: “2014 was the year Branded Arts and Entertainment went blockbuster, with brand funded projects hitting the box offices, newsstands and TV schedules around the world.”

“The Lego Movie was the most ambitious, outrageous and bravest piece of branded entertainment in 2014. This film is a brilliant product demonstration complete with great storytelling, humour, fun and, above all else, it is bursting with entertainment. The Lego Movie has raised the bar for branded entertainment taking it to a ridiculously high level,” said Long.

The film was created by the Danish toy company Lego with Warner Bros, Village Roadshow Pictures, Lin Pictures and Animal Logic.

The ‘Best Of’ is an annual feature from Branded Arts Review, the independent online publication published by brand agency The One Centre. The publication aims to showcase the world’s best arts and entertainment projects, which have been funded and created by brands.

The Lego Movie beat out an emotional online film ‘Papa’ created by Italian Telecommunications company Wind Mobile. The film presents a moving story about the power of human connections and the role of technology.

The Unquiet Film Series, a series of online films created by The Times and The Sunday Times, was in third place. The film series is the result of a move by the newspapers to provide filmmakers with unprecedented access to the iconic masthead’s archives.

Net-A-Porter Group’s trailblazing global women’s fashion magazine, Porter, secured forth place in the list ahead of Guinness’ award winning documentary about The Sapeurs, a group of extraordinary men known as the Society of Elegant Persons of the Congo.

John Ford, CEO of The One Centre and Publisher of Branded Arts Review, said: “For the last three years Branded Arts Review has been heavily tracking developments in content marketing and our annual ‘Best of’ reflects this. It’s where the real experimentation is happening in our industry. In 2014, branded entertainment went blockbuster, with both big budget features like The Lego Movie, to serious pieces of art and storytelling like Wind Mobile’s ‘Papa’ and Guinness’ ‘Sapeurs’. We’re no longer looking at branded content being a side stream acivity but a legitimate and competitive brand marketing tool. I’m excited about what 2015 will bring.”

For the full coverage of Branded Arts Review’s Best Of 2014 go to http://theonecentre.com/bar/blog/best-of-2014

 

Latest News

Ipsos Appoints Ex-Nielsen Exec As CEO Of South East Asia
  • Media

Ipsos Appoints Ex-Nielsen Exec As CEO Of South East Asia

Ipsos chairman and CEO Didier Truchot has appointed former Nielsen executive Suresh Ramalingam as CEO of South East Asia. Ramalingam’s remit includes Singapore, Malaysia, Thailand, Indonesia, Vietnam and the Philippines, with immediate effect. Ramalingam joins Ipsos from Nielsen, where he worked for more than two decades in various leadership roles covering the Middle East and Africa, South East […]

adblock popup web banner concept. isolated vector
  • Opinion

How To Reach The Unreachables

The unreachables may sound like the Indian caste system but, as you'll learn here, it's some newfangled marketing term.

Opinion

by B&T Magazine

B&T Magazine
Instagram Video: We Are Living In A Vertical World
  • Co-Lab

Instagram Video: We Are Living In A Vertical World

The way people record, share and replay their lives has changed dramatically since the advent of Facebook-owned Instagram. Once a place where only static, filtered photos could be uploaded, Instagram now offers photo and video uploads, shopping features, direct messaging and several other tools serving users and businesses. However, for Instagram head of business Jim Squires […]

by B&T Magazine

B&T Magazine
Yes! It’s Virtual Reality Demystified
  • Co-Lab

Yes! It’s Virtual Reality Demystified

Virtual Reality has been a staple of science fiction for some time, Though, in terms of real-life application, the world is still coming to grips with what the tool can offer us. In recent years, tech experts, doctors, medical students and videographers have used the tool as a way of exploring worlds not normally accessed in […]

by B&T Magazine

B&T Magazine
Facebook Messenger: The New Age Of Communications
  • Co-Lab

Facebook Messenger: The New Age Of Communications

The unparalleled success of Facebook-owned Messenger can be pinned down to its ear to the ground approach with users. Consistently listening to its user base of more than one billion, Messenger’s ability to stay not only on trend but well ahead of it has allowed the app to become a global tool for communication; be that […]

Industry Generates A Record $10.5m For Social Impact
  • Media

Industry Generates A Record $10.5m For Social Impact

UnLtd, the media, marketing and creative industry’s social purpose organisation has announced a total industry contribution of $10.5m to social impact in FY18. The total value of funds, services, inventory and time donated by the media, marketing and creative industry increased by 21per cent compared to the previous financial year due to a growth in […]

Women In Media Profile: Danni Wright
  • Media

Women In Media Profile: Danni Wright

We'd be headlining Danni Wright's Women in Media profile the "Wright stuff" if it wasn't utterly predictable and naff.

by B&T Magazine

B&T Magazine
Posterscope Promotes Two
  • Media

Posterscope Promotes Two

Posterscope, Dentsu Aegis Network’s specialist out-of-home agency, has promoted Ryan Hedditch to the newly created position of national head of strategy and Samantha Summers to Sydney Group Business Director. In his new role, Hedditch is charged with driving the continual improvement and transformation of the Posterscope offering to clients and partners. Summers’ promotion will see her lead […]

Outbrain Accelerates Growth With APAC Promotions
  • Media

Outbrain Accelerates Growth With APAC Promotions

Native discovery platformOutbrain has announced several movements in its regional leadership team, with plans to make more new hires. This comes on the heels of two senior appointments it made in February, after closing a record year in the region with expansion into new markets. Yoav Tourel has been promoted to head of sales for […]

Clems Syd & Extra GUM Unveil YouTube Digital Stage
  • Media

Clems Syd & Extra GUM Unveil YouTube Digital Stage

YouTube EXTRA Gum has launched EXTRA Support Acts, a program created to support Australia’s up and coming musicians by transforming pre-roll ads on YouTube into a digital support stage. It has been created in partnership with Clemenger BBDO Sydney as creative lead, Universal Music Australia and BRING for talent and music strategy and content, MediaCom and YouTube. The […]

OMD Australia Tops 2018 RECMA Rankings
  • Media

OMD Australia Tops 2018 RECMA Rankings

OMD Australia has taken the top spot for Australia’s Number 1 media agency in size, according to RECMA’s 2018 ‘Overall Activity Volume Rankings’ report released last week. Additionally, the company was named first in profile classification with a dominant profile for the 3rd consecutive year, along with vitality ranking and structure ranking. Furthermore, OMD Australia was also named […]

Red Agency Bolsters Sydney Team
  • Media

Red Agency Bolsters Sydney Team

Judging by the image, it seems Red Agency may have had no staff whatsoever prior to this hiring spree.

Nine Appoints Editor For 9Honey
  • Media

Nine Appoints Editor For 9Honey

B&T's editor coincidentally spilled honey on his shirt while typing this. And by typing, we mean copy and pasting.

Y&R Sydney Scores Best&Less   
  • Advertising
  • Media

Y&R Sydney Scores Best&Less  

Y&R wins Best&Less amid rumours the clothing shop its changing name to 'Somewhat OK&Reasonably cheap'.