GOOGLE ALL-STARS ACADEMY WINNER
GOOGLE ALL-STARS ACADEMY WINNER
LEGO stands for infinite play possibilities. To spark a new generation of re-imagineers, we were tasked with encouraging people to rebuild and repurpose every brick.
The problem is, most LEGO lovers don’t take their models apart. Once built, they stay built. Hours spent. Instructions followed. Fun finished. Yet by shelving their creations, they’re also shelving their creativity.
Our solution was simple. If you can’t bring yourself to break up with your builds, we’ll do it for you. Because every new creation begins with taking the old one apart.
A lighthearted, irreverent film introducing LEGO owners to the emotional (but necessary) first step of breaking their builds. We see builders from all walks of life reminisce about ridiculous ways they’ve been made to finally let go. And in the end, we’ll see why they didn’t regret – because they can now create something new of their own.
We turn our film into a series of 6s ads, featuring different personas going through different absurd LEGO break-ups.
Each bumper ad will target different viewer interests to create intrigue and drive to the full film.
Finally, we assemble a super professional team to help LEGO owners take the first step. All they have to do is click-through.
Companion banners inviting our audience to hire a breakuper sit with our ads. One click and they can sign up for the break-up experience where we:
1. Take your LEGO build off your shelves for you
2. Support you to physically break your builds (or just do it for you)
3. Set you up to build something new