The LEGO Movie ad break: Everything is awesome
Principal authors: Neil Burling and David Wilding, PHD Media
Why we think this paper can win
Before we begin we thought we'd tackle an obvious point – film marketing doesn't tend to win effectiveness awards – in large part because unpicking the effect of a film's marketing from the product itself (the film) can be devilishly difficult.
For example in 2012 Skyfall became the UK's first £100m grossing film but while the marketing was excellent, so too was the film – and who is to say whether a different marketing approach...