An unexpected friend helps save Christmas in Lego Australia’s new campaign via CHE Proximity
LEGO has launched a new campaign ahead of Christmas via CHE Proximity.
As LEGO Christmas Town prepares for the big day, a foot interrupts the celebrations and sees Santa flung far away from home.
With miles to cover (albeit about a metre) and Christmas just around the corner, Santa relies on an unexpected friend and some creativity with LEGO bricks and discarded objects from under the couch, to build a solution that will get him home in time for Christmas.
Says Ant White, executive creative director, CHE Proximity: “It’s great to be working on such an iconic and playful brand. It was a pleasure to work with the team at LEGO Australia and we’re hoping this and the wider campaign cements LEGO’s spot on this year’s Christmas wish list.”
Says Kyra Bartley, director, Sixty40: “Bringing this LEGO Christmas story to life in stop motion was such a dream brief. It took over 100 hours of animation, shot over 9 days, and around 12,000 LEGO pieces from 9 different sets to build, featuring 13 different characters (plus one pooping reindeer). I’m sure everyone has nostalgic memories of building magical LEGO worlds as a kid, so doing that inner child’s sense of imagination justice was really a driving force for me.”
The film is part of a wider APAC and ANZ Christmas campaign that includes TV, digital, OOH, social, PR, print and in-store POS.
Agency – CHE Proximity
CEO – Chris Howatson
Managing Partner – David Halter
Executive Creative Director- Ant White
Group Creative Director – Brian Jefferson
Senior Writers – Cameron Brown & Ashley Wilding
Senior Art Director – Daniel Davison
Group Account Director – Mariana Rice
Senior Account Manager – Claire Maitland
Head of TV Production – Julie Duff
Sound Engineer – Matt Thompson
Head of Design – Jason Young
Senior Designer – Vanessa Saporito
Digital Designer – Sebastian Perez de Arce
Production Company – Sixty40
Director- Kyra Bartley
DOP – Simon Higgins
Executive Producers – Bonnie Law & Will Alexander
Senior Producer – Charu Menon
LEGO Builder – Nigel Hill
Animator – Norman Yeend
Colourists – Greg Constantaras – Clement Bouchet
Music Composition – Otis Studios
Media – UM Sydney
Client – LEGO Australia
Senior Director, Head of Marketing – Angie Tutt
Senior Brand Manager – Justine McKenny
National Account Manager – Jacqui Wonder
Brand Manager – Ashlee Stojcevski
9 Comments
That was such a huge opportunity! What a waste.
I’m a sucker for toilet humour. Very cute spot.
Love it!
Have to agree
Bloody adorable.
What wasted opportunity, maybe Santa will bring them how to write a decent ad book for Xmas.
Any half decent creative agency would kill for this opportunity. Could have been great, instead it feels really long and really flat.
Back to the DM’s & EDM’s for the CHEP team.
Typical CHE, still focusing on the execution rather than an idea
Nice attempt but I think it could have been better targeted towards the kids of our age today, not 20 years ago. I had to read the description before I understood what was really going on. The idea is almost there…