How do you launch a product that ties together the world’s favourite toy brand and one of the biggest franchises in movie history and do it all in way that appeals to fickle and agile minds of digitally-native kids and leverages the viral potential of the platforms they spend time on?
In the spring of 2018, Jurassic World: Fallen Kingdom, the second Jurassic World movie, hit film theatres worldwide. Continuing our 45-year relationship as global lead agency for LEGO, Advance was assigned to communicate the new LEGO Jurassic World product line on the preferred platform for kids, YouTube.
The challenge was to maintain the essence of Jurassic World and recreate the mood of the film's universe, but at the same time transform it into an engaging experience for children – all while remaining true to the LEGO brand.
We were faced with a target group that, because of their use of computer games and online platforms, expect entertainment, surprise and, not least, that they are in control and in the centre of it all, no matter what they do.