The LEGO Movie: Everything is awesome - How an epic collaboration built out of LEGO delivered marketing effectiveness for all

This case study describes how Lego, the children's building-block toy, launched The Lego Movie in the UK by recreating an entire ad break in Lego.

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...

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