LEGO

Short List
TitleLEGO
BrandLEGO
Product / Service4X4 X-TREME OFF-ROADER
CategoryD04. Brand / Product Video
EntrantLEGO Shanghai, CHINA
Idea Creation LEGO Shanghai, CHINA
Production PAPERHAT PRODUCTIONS Shanghai, CHINA

Credits

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

Background

How to launch the new LEGO® Technic 4x4 X-treme Off-Roader to a Chinese audience who perceives LEGO as just a building toy.

Describe the creative idea

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.

Describe the strategy

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.

Describe the execution

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.

List the results

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.

Links
Social Media URL