Legoland Parks' New Campaign Brings Toys to Life

BMB has created a global ad campaign for Legoland Parks that positions them as THE place for children to go to unlock their imagination.

The TV ad, which breaks on 16th March and will run across the UK, USA, UAE, Japan, Malaysia and other European countries, will show how Legoland offers more than just attractions and hotels. 

The master brand spot follows the fictional story of a Legoland  Park Warden who has overslept and has to get the park and all its friendly Lego characters ready for the first guests of the day.

Paul Harvey, Global Marketing Director of Legoland Parks, said: “A visit to Legoland  is like stepping into a life-size Lego toy box, where all of your favourite sets are brought to life. For families, the prospect of visiting is full of excitement, wonder and imagination at what they’ll encounter.  In our second brand campaign, we wanted to tell the story of our Lego models coming to life before the park opens - from a giant multi-coloured Lego Octopus to a tiny Lego frog – and give a glimpse of the awesome world of play that the whole family will be a part of when they visit.”

Simon Hipwell and Matt Pam, creative directors at BMB, added: “Building on the fairy tale quality of the last Legoland Parks campaign, we needed to create that same sense of wonder and scale that can only be found at a Legoland  theme park. The hardest part of working on this incredible campaign was keeping the wonderful Legoland characters in check during the shoot. Luckily, we had our Park Warden there to help us.”