Legoland Parks has awarded TBWA\Mcr its global creative account.
Previously the brand’s global campaigns have focused on a “one-size-fits-all” 30 second TV campaign.
But it’s turned to TBWA to develop a platform which allows each market to “build, unbuild and rebuild” campaigns for the next 5 years that are locally relevant.
“We are delighted to partner with LEGOLAND Parks to showcase the playful participation, imagination and freedom of thought it inspires in children,” said Fergus McCallum, CEO at TBWA\MCR.
“Our creative challenge now is to create a modular approach where the viewer doesn’t see the joins.”
TBWA\MCR will be working on the global campaign to roll out across the US, UK, Denmark, Germany , Japan, Korea, Malaysia and Dubai later this year.
“The TBWA team impressed us right from the start both strategically and creatively with their deep understanding of location-based entertainment,” explained Ash Tailor, Global Marketing Director of Legoland Parks.
“Their approach showed that they really understood what makes us unique and how we play a vital role in service of the LEGO Masterbrand. We’re looking forward to launching the new campaigns and an exciting year ahead.”
Troy Ruhanen, CEO of TBWA\Worldwide added:
“This a great win for Manchester, with TBWA\MCR a phenomenal partner to disrupt the location-based entertainment world.
“LEGO has always led the way, and the uniqueness of a theme park built from LEGO DNA can only further its impact on the way children play.”
