|Product / Service||LEGO|
|Category||C02. Use of Audio Technology / Voice Activation|
|Entrant||AKCELO Sydney, AUSTRALIA|
|Idea Creation||AKCELO Sydney, AUSTRALIA|
|Production||OTIS STUDIOS Sydney, AUSTRALIA|
|Post Production||OTIS STUDIOS Sydney, AUSTRALIA|
|Louise McQuat||Akcelo||Creative Director|
|Dave DiVeroli||Akcelo||Chief Strategy Office|
|Dan Staudinger||Akcelo||Senior Copywriter|
|Tom Russell||Akcelo||Senior Copywriter|
|Justin Schoenmaker||Akcelo||Senior Copywriter|
|Michael Graziano||Akcelo||Senior Art Director|
|Josh Riley||Akcelo||Account Director|
|Richard Scanlon||Akcelo||Technical Director|
|Jon Dor||Akcelo||Lead Developer|
|Aden Hepburn||Akcelo||Chief Creative Officer|
LEGO Playwaves is a world-first, Google voice experience that lets kids turn old LEGO bricks into new sonic adventures. Kids can access LEGO Playwaves by simply saying “Hey Google, talk to LEGO Playwaves” on any Google-assistant device. This will then launch the app, which allows kids to explore five different sonic worlds: Magical Kingdom, Downtown Detective, Ace Racer, Space Academy, and Animal Kingdom. In each world, kids are given missions they can play along to using their LEGO bricks. A narrator prompts them to use voice commands to progress through each mission. As part of every mission, kids will be asked to build things. If they don’t want to play a mission, they can access ‘Free Play Mode’. This provides kids with background music and SFX based on the world they’re in. Kids can even request SFX in the world as they play.
The scripts for each mission and the worlds they belong to had to be written in such a way that they could be stitched together with voice prompts. The following URL will show you the spreadsheet as to how each script was broken down. You can also listen to the audio file attached to each dialogue segment. https://docs.google.com/spreadsheets/d/17J-oAXLDurGOEfDjCKLVqYv-Zi9Mc7W765tNVNRehU4/edit?usp=sharing We have also provided an audio file that shows you how a child navigates through one of the worlds with voice prompts. PLEASE NOTE: The following is a transcript of how a participant can interact with one of the many worlds within LEGO Playwaves. In this example, they begin with FREEPLAY in Downtown Detective World where they can spend an infinite amount of time playing at their own pace while requesting SFX as they go. They can choose to end FREEPLAY whenever they want in order to begin a mission, as you’ll hear. <Participant launches LEGO Playwaves by saying “OK Google, talk to LEGO Playwaves”. Once launched, the participant is told about a number of different worlds they can play within. In this example, the participant has already chosen Downtown Detective. It LAUNCHES:> MUSIC: Starsky & Hutch-esque police music. Police Chief: Welcome to FREEPLAY. Here, you can build anything you like and explore LEGO Big City on your own. Don’t forget to ask for sounds you need. Try saying “OK Google, make siren sounds” <Participant says ‘OK Google, make siren sounds’> SFX: Sirens. Car passing. Cityscape. Police Chief: Don’t forget to ask for sounds you need. Try saying “OK Google, make jail sounds” <Participant says ‘OK Google, make jail sounds’> SFX: Creaking metal door. Door buzzer. Keys jangling around. Metal jail door sliding across. Police Chief: Start the mission anytime by saying “start mission” <Participant says ‘start mission’> CONT’D DETECTIVE INTRO: SFX: Big cityscape. Traffic. Pedestrian crossing. Footfall. Horns honking. Sirens in distance. Police Chief: Welcome to LEGO Big City, Officer. If you want a chance of moving up through the ranks to become a police detective, you’re going to need to solve some pretty big crimes. So tell me, do you want to start a mission, or explore the world on your own? <Participant chooses ‘start a mission’> LEGO BUILD ONE – POLICE STATION: Police Chief: Before we send you out to catch the bad guys, we need your help to build a police station with your LEGO bricks. When you’re done, say ‘Okay Google, Police station finished’. <Participant begins building a police station with the aid of SFX loop> SFX: Construction site. Jack hammers. Cranes. Reversing trucks. Sawing. Nail guns. Welding etc. Police Chief: Does your LEGO police station have jail cells for all the bad guys? SFX: Creaking metal door. Door buzzer. Keys jangling around. Metal jail door sliding across. Police Chief: Is there somewhere to park your LEGO police car? SFX: Police sirens. Car revving. Horn beeping. Police radio chatter Police Chief: Does your LEGO police station have an office you can work from? SFX: Keyboard typing. Phone ringing. Photocopier machine. Office chatter. Police Chief: How’s it going, Officer? Are you finished or do you need more time? <Participant responds ‘finished’> SFX: Police radio. Static. Police radio: Police Officer required quickly. There’s been a robbery in the police station’s kitchen. *static* Police Chief: Say ‘Start mission’ <Participant responds ‘Start mission’> MISSION ONE – MISSING DOUGHNUTS Police Chief: This is terrible! Why would someone want to steal something from our kitchen? Go and see what the problem is. I trust you can solve this. Police Chief: To get to the kitchen, will you take the stairs or the elevator? <Participant chooses ‘stairs’> Police Chief: OK, head up the stairs to the fourth floor. SFX: Emergency door. Footsteps up the stairwell. SFX: Police crying. Rumbling stomachs. “I’m so hungry” from random officer Police Chief: This is a disaster! Someone has stolen the doughnuts from the kitchen. They were meant for all the police officers. (sighs) They can’t can’t do their job on an empty stomach. Police Chief: What’s your favourite doughnut, Officer? Chocolate icing or strawberry icing? <Participant chooses ‘chocolate’> Police Chief: Hmm it looks like they’ve stolen them too. Officer, take out your magnifying glass. You’re going to need to search for clues to lead us to the doughnuts. Well, where do you want to search for clues, first? The fridge or the table? <Participant chooses ‘fridge’> Police Chief: That’s a great place to start. Music: Detective music starts Police Chief: Look Officer! It’s a raspberry jam fingerprint. Use your fingerprint scanner to determine whose it is. Say ‘scan fingerprint’. <Participant says ‘scan fingerprint’> SFX: Electronic scanning. Electronic beeps. Ding as a scanner finishes Police Chief: I knew it! Looks like the person who stole the doughnuts is none other than… SWEET TOOTH. She loves all things sugary. We need to find her before she eats all the doughnuts because *tummy grumbles* now I’m starting to get hungry too. We’ll need some help. Take your special police whistle out of your pocket. Say ‘blow whistle’. <Participant says ‘blow whistle> SFX: High-pitched whistle. Dog barking in the distance. It gets closer. Scooby-doo-like paws running. Police Chief: Officer, I want you to meet Benji – the police sniffer dog. He’ll sniff out Sweet Tooth and the doughnuts. Say ‘Hello Benji’. <Participant says ‘Hello Benji’> SFX: Barking – think scooby doo. Police Chief: To get Benji to follow the scent, say “start sniffing”. <Participant says ‘start sniffing’> SFX: Lots of sniffing then sudden barking as if it’s found something. Police Chief: Looks like Benji has followed the scent to the air conditioning vent. Sweet Tooth must have crawled in there. To move into the vent, say ‘crawl inside’. <Participant says ‘crawl inside’> SFX: Metal sheets being crawled over. Metal flexing and popping. Echo from being in confined space. Police Chief: These vents are like a maze. Which way do you want to go? Say ‘left’ or ‘right’. <Participant says ‘left’> Police Chief: That’s exactly what I was thinking. SFX: Metal sheets being crawled over. Metal flexing and popping. Echo from being in confined space. Police Chief: It’s very dusty in here. WAIT! STOP! There’s a security laser beam running across the vent. SFX: Laser beam twitching. Dangerous sounding Police Chief: If we hit it, it’ll trigger the police station’s alarm, and scare off Sweet Tooth. Will you crawl over it or under it? <Participant says ‘under it’> Police Chief: Ok, but be careful. Do it slowly. SFX: Laser beams swinging around. Police Chief: When you get past the laser say ‘all clear’. <Participant says ‘all clear’> Police Chief: (Quietly) Look over there, it’s Sweet Tooth with all the doughnuts. Sweet Tooth: Om nom nom nom. Doughnuts with icing and sprinkles. Om nom nom. Doughnuts with cream and jam inside. Alllllllll the doughnuts HAHAHAHA! Police Chief: (Quietly) Officer, you have to sneak up on her before she eats them all. (trying to hold back a sneeze) Oh no! AH...the dust...AHHH!...It’s going to… make me… AHHHHHH-CHHOOOOOOO! Sweet Tooth: Who’s there? ...the police?! You’ll never catch me – I’m Sweet Tooth! SFX: Footsteps running. Police Chief: She’s getting away. Quick! Send Benji after her. Say ‘Chase down’! <Participant says ‘chase down’> SFX: Dog running. Panting. Barking. Wrestling. Sweet Tooth struggling. Sweet Tooth: Get him off me. Here...here, you can have the doughnuts back. Police Chief: Congratulations, Officer...or should I say ‘Detective’. SFX: Applauses. Whistles. Officers saying “Nice work detective” Police Chief: Everyone here at the LEGO police station agrees you deserve a promotion after getting the doughnuts back off Sweet Tooth. But we also want to do something nice for Benji to say thanks. We want your help to build a statue of Benji that we can put out the front of the police station. When you’re done, say ‘OK Google, Benji’s statue is complete’. LEGO BUILD ONE – BENJI STATUE: SFX: Big stone blocks being chiseled away. <Participant is given a couple of minutes before being prompted> Police Chief: Do you need more time to finish the statue? <If participant says YES, they’re given a couple more minutes before being prompted again> Police Chief: Detective, we need to put Benji's statue up now. Say "put up statue". <Participant says ‘put up statue’> Police Chief: Wow. That looks incredible. What do you think, Benji? Do you like your LEGO statue? SFX: Benjoy barking MISSION ONE (WRAP UP) Police Chief: Would you like to start another mission, or visit another world? <Participant says ‘start another mission’> MISSION TWO – STOLEN ICE-CREAM TRUCK Police Chief: Detective, you need to build yourself a LEGO police car if you want to keep up with all the crime in Big City. Make sure your LEGO police car is fast. When you’re done, say ‘Okay Google, police car finished.’ LEGO BUILD THREE – POLICE CAR: SFX: Sounds typical of a mechanic shop Police Chief: Does your police car have sirens? SFX: Police sirens Police Chief: Is your LEGO police car fast? SFX: Car revving. Tyres burning out. Acceleration. Police Chief: Does it have a police radio? SFX: Static. Frequency. Police radio chatter Police Chief: How’s it going, Officer? Are you finished or do you need more time? <Participant responds ‘finished’> SFX: Police radio. Static. Police radio: *static* Police Officer required quickly. There’s been a robbery. *static* Police Chief: Say ‘Start mission’ <Participant responds ‘Start mission’> MISSION TWO – STOLEN ICE-CREAM TRUCK Police radio: *static* Calling all detectives. Dr. Brain Freeze has stolen an ice-cream truck and is speeding through Big City. We need police cars out on the streets right away *static*. Police Chief: Looks like you’re going for a drive Detective. Get to your car and buckle up. SFX: Car door shutting. Police Chief: Stay safe, Detective. Make sure you put your seatbelt on. SFX: Click of a seatbelt Police Chief: Looks like we’re good to go, Detective. Now let’s get after Dr. Brain Freeze. SFX: Car starts. Car revs. Car speeds off. Police Chief: You know what this chase needs...music. Switch the radio on, Detective. Say ‘Music on’. <Participant responds ‘music on’> MUSIC: STARSKY & HUTCH STYLE MUSIC SFX: Fast acceleration. Tyres screeching Police Radio: *static* Dr. Brain Freeze has been spotted heading down Garden street *static* Police Chief: Detective, there are two different ways to get to Garden Street. Do you want to head over the bridge or take the tunnel? <Participant responds ‘bridge’> Police Chief: Nice choice. Now step on it! SFX: Fast acceleration. Sound like going over a bridge Police Chief: Quick Detective. Take a hard left here (tyres screech) Now a right! (tyres screech) AND ANOTHER RIGHT! (tyres screech) SFX: Fast acceleration. Tyres screeching. Ice-cream truck music “Greensleeves” whooshing past. Police Chief: There he is! You’re gaining on him. Watch out! SFX: Splattering ice cream against the windscreen. Evil laugh Police Chief: Dr. Brain Freeze is throwing ice creams at the police car. SFX: More splattering ice cream against the windscreen. Evil laugh. Dr. Brain Freeze: Dr. Brain Freeze says you’re in a sticky situation, Detective! Police Chief: You need to get around the ice creams. Say “swerve around”. <Participant responds ‘swerve around’> SFX: Swerving out of the way. Accelerating again. Police Chief: This ice cream is so thick and sticky. Put the windscreen wipers on, so we can see where we’re driving. Say ‘wipers on’. SFX: Windscreen wipers flicking back and forth. Police Chief: That’s better. Now step on it! SFX: Fast acceleration. Tyres screeching. Ice-cream truck music “Greensleeves” whooshing past. Police Chief: He’s too fast, Detective. We need to slow him down somehow. I know! Build a LEGO police wall across the road to block the ice cream van. That way he can’t get over, under, around or through it. When you’re done, say “okay Google, wall finished”. LEGO BUILD THREE – POLICE CAR: SFX: Jackhammer. Bricks being laid. Cement trowel against brick. Wood sawing etc.. Police Chief: Try and build the wall with white and blue bricks, so Dr. Brain Freeze knows it’s the police. <Participant is given a couple of minutes before being prompted> Police Chief: Do you need more time, Detective? <If participant says YES, they’re given a couple more minutes before being prompted again> Police Chief: Make sure the wall is extra thick. That way Dr. Brain Freeze can’t break through it. SFX: Jackhammer. Bricks being laid. Cement trowel against brick. Wood sawing etc.. <Participant is given a couple of minutes before being prompted> Police Chief: Detective, we need you to get back to chasing Dr. Brain Freeze now. Say ‘start mission’. MISSION TWO – STOLEN ICE-CREAM TRUCK (CONT’D) Police Chief: Perfect. Now step on the accelerator and speed up to Dr. Brain Freeze! SFX: Accelerating. Greensleeves music. Cityscape rushing by. Evil laugh Police Chief: You’re doing great, Detective. We’ve nearly got him. I can see your LEGO police wall ahead. He’ll have to slow down, so he doesn’t crash into it. SFX: Accelerating. Greensleeves music. Cityscape rushing by. Evil laugh Police Chief: He’s not slowing down. He’s going to try and break through the police wall! Dr. Brain Freeze: Dr. Brain Freeze is going to shatter the barrier into millions of pieces (laughs) Police Chief: Cover your eyes. This is going to get messy. SFX: Accelerating. Greensleeves music. SPLAT! Greensleeves music warps to a stop. Police Chief: You did it, Detective! The ice cream van went SPLAT into your police wall. Now quick, run over to Dr. Brain Freeze and say “you’re under arrest”. SFX: Handcuffs clicking shut Police Chief: Looks like Dr. Brain Freeze is going to be chilling out in jail for a loooong time thanks to you, Detective. With him locked up, I’m going to put a recommendation in to make sure you get promoted... again. This time, to Captain! SFX: Applauses. Whistles. Officers saying “Nice work detective” Police Chief: Don’t forget to share your Downtown Detective creations on the Lego Life app! Lego Life is a safe and creative place for LEGO builders like you to share your awesome LEGO Creations! Police Chief: Do you wanna continue exploring the world on your own, or visit another world? <Participant now has the ability to activate FREEPLAY, which provides them all the SFX of this world via voice prompts, which they can use while playing with their LEGO OR head to one of the other worlds to take a new mission and build more LEGO creations>
Studies showed kids on average spend 30% of their waking hours in front of a screen. Due to the recent COVID-19 outbreak and the lockdowns it subsequently caused that to increase to an average of 70%. To help entertain kids without a screen, we opted to use voice activation thanks to Google assistant – which has a significant penetration across the world with over 500 million monthly users. By allowing kids to use their ears rather than their eyes to follow a story, this meant they could maintain their focus on the LEGO pieces they needed to build to play along with each mission and world i.e. a police car for the Detective world, space rover for Space Academy etc.
Unlike audio books, LEGO Playwaves allows the person following along to become an active participant by using voice-prompts to interact with each world, its missions, and the characters inside. It put the participant in control of how they wanted to move through each world and when. The participant also had the ability to choose not to follow along with the narrative and instead enjoy their own ‘freeplay’. Here they could choose what world they wanted to be in i.e. Magical Kingdom, Downtown Detective, Ace Racer, Space Academy, and Animal Kingdom and be immersed in the soundscape of that world. Here they could also call out different sound effects to help personalise their play. For example, in the Downtown Detective world they could ask for the sounds of a jail, sirens, police radio, and police helicopter.