LEGO Australia has launched a new campaign for the festive season, calling on Aussies to save Christmas by helping re-design Santa’s broken sleigh.
Content and ad agency Mammal has teamed with video production company Brightworks to bring a UM creative connections strategy to life across eight online episodes, each shot in stop-motion using real LEGO bricks.
The first of these episodes has just been released on the LEGO website and social channels, and viewers are encouraged to submit their own designs for Santa’s new sleigh, with the best to be featured in upcoming episodes.
“It’s a great fun project for a great fun brand,” Mammal creative partner Luke Chess said.
“Stop-motion really let us suspend all disbelief and create a magical world for these films – supporting the LEGO brand promise by encouraging creativity in everyone who watches,” he said.
Brightworks director and producer, Cam D’Arcy, said the stop-motion technique is intricate, but worth it.
“You get a feel you just can’t match in CGI, and I got to work with some pretty impressive guests who’ll be featuring in upcoming episodes,” he said.
LEGO’s group head of marketing, Troy Taylor, said the campaign helps tell the company’s Christmas story in an authentic way, highlighting its brand values of creativity and fun.
“We hope people feel inspired when they watch it and want to get involved to help Santa solve his Christmas sleigh dilemma,” he said.
Campaign concept: UM Australia