| Title | LEGO |
| Brand | LEGO |
| Product / Service | 4X4 X-TREME OFF-ROADER |
| Category | D04. Brand / Product Video |
| Entrant | LEGO Shanghai, CHINA |
| Idea Creation | LEGO Shanghai, CHINA |
| Production | PAPERHAT PRODUCTIONS Shanghai, CHINA |
| Name | Company | Position |
|---|---|---|
| James Lee | The LEGO Agency | Creative Director |
| Jackson Chang | The LEGO Agency | Associate Creative Director |
| Alair Qu | The LEGO Agency | Art Director |
| Achao Liu | The LEGO Agency | Graphic Designer |
| Karen Lin | The LEGO Agency | Senior Project Manager |
| Bobby Pai | The LEGO Agency | Project Manager |
| Torsten Jacobsen | The LEGO Agency | Executive Creative Director |
How to launch the new LEGO® Technic 4x4 X-treme Off-Roader to a Chinese audience who perceives LEGO as just a building toy.
Creating an exciting stunt video that both showcases the new app control technology enabling precise movement and a storyline that resonates with our Chinese audience.
Creating an exciting stunt video that both showcases the new app control technology enabling precise movement and a storyline that resonates with our Chinese audience.
We invited Han Han writer / director / car racer and Huang Cheng, an artist and RC car racer to take up the Technic Challenge. Create a massive 500m2 Chinese “shanshui” painting using the new Off-Roader! The process was filmed and shared to social media.
Video received over 20 million views in 1 week and was heavily discussed on social media. It changed the perception of LEGO Technic as just a construction toy to a challenging and exciting play experience.