Everything is Awesome In BMB's New Global LEGOLAND Campaign

Merlin Entertainments plc is launching a major new global advertising campaign for its LEGOLAND Resorts, building on the strong performance of the existing six attractions and the planned opening of new parks including in Dubai, Japan and South Korea.  

The TV campaign, called ‘Awesome Awaits’ breaks in the US this week, followed by the UK on Monday, March 23rd and will also run in Malaysia, Denmark and Germany over the summer season.

Created by BMB, the 30-second TV spot shows the magnetic and universal appeal of LEGOLAND, with LEGO bricks transforming into every animal, character and vehicle imaginable for families’ journeying to the resorts - much to the delight of onlooking children.

The film begins in a child’s bedroom, where LEGO bricks are starting to stir. A model of a baby dragon comes to life and sees a LEGOLAND poster on the bedroom wall. As if the poster is calling him, the dragon flies out of the window, followed by hundreds of LEGO bricks, growing and swooping past buildings as it mimics The Dragon rollercoaster that features in all the LEGOLAND Resorts. 

The dragon is joined by a host of colourful characters, including a charismatic pirate, dancing camels, a giant pirate ship and an Egyptian pharaoh. Planes, helicopters, balloons, a parrot and the dragon fly through the city streets as the epic journey reaches its crescendo and they all triumphantly arrive at the gates to LEGOLAND. 

The film, which took 12 weeks in post-production, was made by combining cutting edge visual effects with a live action shoot on location in Cape Town, South Africa. The Mill looked after both the shoot and the post production.

Over 10,000 bricks were shipped in to be used on set in the live action elements. A further 893 million virtual bricks were built and individually placed in post-production to create the incredible models that can be seen in the ad.  

Paul Harvey, Global Marketing Director, LEGOLAND Resorts, said: “LEGOLAND Resorts are unique – developed specifically for families with children 2-12 to enjoy and play together – and the ultimate showcase for the iconic LEGO brick which has a universal appeal across borders, and age groups.  We have now also added themed hotels and accommodation; as well as secondary attractions like water parks and SEA LIFE aquariums so LEGOLAND is increasingly moving from a one day to a short break destination.  In short LEGOLAND is entering an exciting stage as we continue to grow globally and deliver an experience where children’s imaginations really do come to life.  With ‘Awesome Awaits’, we have a campaign that perfectly encapsulates the excitement associated with a trip to one of the resorts and the promise of what awaits, as well as marking a creative step change in how we position ourselves.”