LEGO promotes its ‘design a sleigh’ competition with new content via Mammal, Brightworks + UM

‘Santa’s sleigh has broken, and now he needs your help to save Christmas!’ This, in a nutshell, is the idea for this year’s Christmas campaign from LEGO Australia via content and advertising agency Mammal, video production company Brightworks and UM.

Mammal teamed with Brightworks to bring a UM creative connections strategy to life across eight online episodes, each shot in stop-motion using real LEGO bricks. The first of these episodes has just been released on the LEGO website and social channels.

Viewers are encouraged to submit their own designs for Santa’s new sleigh, with the best to be featured in upcoming episodes.

VIEW EPISODE ONE

Says Luke Chess, creative partner, Mammal: “It’s a great fun project for a great fun brand. Stop-motion really let us suspend all disbelief and create a magical world for these films – supporting the LEGO brand promise by encouraging creativity in everyone who watches.”

Says Cam D’Arcy, director and producer, Brightworks: “The stop-motion technique is intricate but worth it – you get a feel you just can’t match in CGI. And I got to work with some pretty impressive guests who’ll be featuring in upcoming episodes.”

Says Troy Taylor, group head of marketing, LEGO: “We’re so pleased to see this year’s Christmas campaign brought to life using real LEGO stop motion. It helps tell our Christmas story in an authentic LEGO way, highlighting our brand values of creativity and fun. We hope people feel inspired when they watch it, and want to get involved to help Santa solve his Christmas sleigh dilemma.”

Creative – Mammal

Client – LEGO Australia