The Lego Movie hits cinemas worldwide
by The One Centre
![](https://theonecentre.com/wp-content/uploads/2017/07/LegoMovie.jpg)
17
February, 2014
17th February 2014
The Lego Movie. There's no avoiding it, it’s in the title.
The Danish toy company has made a movie, starring its iconic product alongside the likes of Morgan Freeman, Liam Neeson, Will Ferrell, Elizabeth Banks and Will Arnett.
Is this branded entertainment gone mad, a very, very long ad or a stroke of genius?
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The Lego Movie is directed by Chris Miller and Phil Lord, whose previous projects include Cloudy With A Chance of Meatballs as well as 21 Jump Street, and for all intents and purposes they have created an animated movie for viewers, it just happens to feature a product.
The film follows Emmet, a normal Lego figure who is mistakenly identified as the ‘most extraordinary person’ and is drafted into a fellowship of strangers on an epic quest to stop an evil tyrant and save the (Lego) world.
The Lego Movie is fully animated with everything constructed from Lego and it is attracting rave reviews and strong record takings in its opening weeks.
Mark Kermode wrote in The Guardian: “The Lego Movie does nothing to undermine the Danish dynamo’s ongoing reputation as a purveyor of fine entertainment for kids of all ages. While younger viewers will delight at the whiz-band animation action and hugely likeable familiar figures, adults will laugh themselves silly at the consumer satire gags and goggle in wonder at the undulating Legoland vistas.”
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Review
Is this the greatest marketing coup of all time? Most likely yes, however the makers believe that the key to its success is that it is not a really long advert.
As the directors told Fast Company: “Right from the start we were sceptical about doing it because people could see it as a giant commercial an that wasn’t something we were interested in doing. Luckily, the people at Lego felt the same way. They didn’t need a movie to boost sales. If anything, making a movie had much more downside. So they had the same philosophy as us, which was to use Lego as a medium rather than a product to sell.”
In fact it is exactly this mentality that taps into why the product is so loved in the first place.
Homemade Lego movies – mostly re-enactments of films, TV shows and events – have been appearing online for years (my all time favourite is the Lego film of Eddie Izzard’s Deathstar Canteen)
The practice became so popular it even has its own name LEGOmation or brickfilms and a dedicated Wikipedia page and Mashable ranked the top ten back in 2010.
So it was only a matter of time before the Lego brand decided to build on this insatiable appetite for Lego movies with their own official version. That time is now.
The film was made for $60 million, which is well below the usual Hollywood blockbuster and given the film reportedly made $69 million in the US in its opening weekend, it’s safe to say the project will prove lucrative for the brand financially. That’s not to say that Lego was struggling, the brand saw US sales increase 26% in 2013, it has posted double-digit sales growth in the US for eight consecutive years.
In fact Lego, which currently the third-largest toy company in the world, was reported to be on track to hit $4 billion in sales globally “putting it within striking distance of supplanting Hasbro as the second-largest global toy maker”, according to The Wall Street Journal.
The key to the brand’s success has been its ability to court audiences both young and old and it is this ability to appeal to kids, teens and adults alike is part of the secret to the brand’s ongoing success. It makes sense then that the filmmakers had to create a film that could appeal to kids but also provide plenty of entertainment to older audiences. Many reviewers have noted the success would be in how many adults went to see the film without children.
By trading on the brands huge appeal to kids, as well as the bags of nostalgic adults and by throwing in the geek factor, there’s a sort of guarantee that this film was always going to perform.
Like all successful branded entertainment projects, Lego hired expert writers and directors and assembled Hollywood’s finest to ensure it would appeal to audiences. Make no mistake there’s no advertising agency involved here.
There were involved though in the marketing of the film, which has seen brilliant trailers, ‘Behind the Brick’ making-of movies, and a content distribution plan to rival any major blockbuster. In the UK the brand worked with PHD to create a brilliant piece of marketing, which saw the brand takeover an entire ad break and remake adverts for BT, Confused.com and Premier Inn in Lego. People actually tuned in just to watch the ad break.
The strategy for Lego in all this is bolstering its brand credentials and its brand awareness – as if it needed to. Most significantly this film is not at all about selling product – although it most definitely will bolster sales internationally as audiences are reminded of how great the products are.
The strategy here is to showcase the product and position it as the medium – a truly brilliant strategy. The film helps to reposition Lego from the ‘toy’ that kids play with, to being an entertainment vehicle – it is the source of your entertainment. It is the medium for you and hundreds of thousands of other people to tell their own stories and create their own films.
The Lego Movie helps to reinforce this idea by positioning Lego both as an entertainment brand and the medium, so that we might forget that it is actually a product. In fact the films success relies on us forgetting that it is something we would buy like a barbie doll or a monster truck.
Sure, Lego isn’t the first to try this the Transformers brand has been pumping out blockbusters for a while now, but these have centered around the story and not the product, whereas The Lego Movie cannot avoid the product, after all it is the product and the product is the film.
The magic for Lego is that the brand is tapping into our childhood games, our imaginations, this is a brand people love. To refer to Lego as a toy will never quite do the brand justice. This is a brand that has enabled creation and it has fuelled creativity both in the young and the old. For generations those simple yellow bricks have symbolised possibility and endless avenues of fun and adventures.
To say the film as a major product demonstration is completely accurate, make no bones about it, that is exactly what the film is, but it is also an entertaining film for all ages. No wonder it looks set to break all sorts of records.
In a move that will surprise no one, there are already plans to create a film franchise, which is sure to continue to reap benefits for the brand.
The Lego Movie is a prime example of the magic that happens when you get something right.
The question is: Is this the most brilliant example of branded entertainment ever or is this an entertaining new film made out of one of the most iconic toys ever made? I think the correct answer is Both.
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Verdict
The Lego Movie raises the bar for branded entertainment to a ridiculously high level. This is a brilliant achievement and a sign of where the industry is going.
Credits
Article By: The One Centre
Ideas and innovation company
Twitter @onecentregroup
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Technology
10/07
Apple’s extravagant new campus brings brand values to life
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Products
27/06
Transformative Appetite
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Products
21/06
Dove launches Real Beauty Productions to tell stories of real women
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Technology
9/05
Rapid Liquid Printing
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Lifestyle
7/05
The brands coming out to support the LGBT community
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Media & Entertainment
1/03
Abstract. The Art of Design
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Retail
13/12
Target creates mini-musical spectacular for Christmas
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Transport
3/11
Nissan creates mobile workspace
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Lifestyle
13/10
Lincoln Motor Company taps Annie Leibovitz for campaign
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Products
30/09
Braun creates hypnotic installation for London Design Week
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Transport
22/09
BMW Films returns with an explosive short film
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Fashion
23/08
Adidas Republic of Sports launches in China
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Technology
21/08
Convert the world around you to Pantone with the new Pantone App
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Experiences
10/08
Moleskine opens a cafe for creatives
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Media & Entertainment
4/08
We're the Superhumans: Channel 4 returns with film series
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Fashion
27/07
Activewear brand Lululemon expands into beer
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Food & Beverage
6/07
Tiger Beer launches NYC pop-up store to showcase best of Asia
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Products
27/06
P&G rolls out strong film in ongoing Thank You, Mom campaign
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Products
23/06
Ikea launches brand collaborations
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Fashion
14/06
Adidas creates sustainable shoes made from ocean plastics
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Lifestyle
1/06
Google launches 360-degree interactive animated short film
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Food & Beverage
17/05
Coca-Cola makes music with W Hotels
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Finance
12/05
Save The Children returns with harrowing refugee film
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Fashion
19/04
COS creates "show-stopping" installation
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Fashion
16/03
Uniqlo aims for Utopia with flagship store relaunch
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Food & Beverage
11/03
McDonald's transforms Happy Meal toy into VR experience
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Technology
23/02
Samsung launches immersive brand experience store
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Media & Entertainment
28/01
Lo and Behold: Netscout launches branded film at Sundance Film Festival
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Fashion
30/09
Burberry teams with Apple to launch dedicated Music channel
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Technology
24/08
Apple Watch creates blooming installation at Selfridges
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Fashion
17/06
Nike targets women with luxury workout experience
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Art & Design
11/06
HSBC soars in stunning elevator film
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Hospitality
7/05
The Four Seasons Jet is the ultimate brand experience
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Fashion
30/03
Savage Beauty: Iconic Alexander McQueen honoured in exhibition
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Technology
19/03
Samsung film is a beautiful tribute to the power of technology
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Fashion
5/03
Converse creates global exhibition to celebrate iconic shoe
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Fashion
31/10
Leica and Moncler create Monumental exhibition
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Technology
8/09
Wind Mobile celebrates human connections
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Products
18/08
Lego targets architects with new product range
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Products
23/07
GE revives iconic Moon Boot to celebrate role
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Fashion
2/07
Nike's ‘Phenomenal’ World Cup experience
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Fashion
30/06
Louis Vuitton Museum: a new level of branded art
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Media & Entertainment
8/06
GQ to groom men with branded barbershop
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Transport
4/06
BMW's iconic Art Cars Project launches global tour
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Food & Beverage
27/05
Chipotle turns to literature in new project
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Food & Beverage
20/05
Cornetto spreads the love with film series
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Food & Beverage
9/04
Stella hits high note with Chalice Symphony
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Finance
25/03
NRMA opens Crashed Car Showroom
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Technology
24/03
Intel urges audiences to 'look inside' in film series
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Fashion
12/03
Net-A-Porter launches glossy print magazine
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Products
17/02
The Lego Movie hits cinemas worldwide
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Food & Beverage
15/01
Guinness creates short film 'The Sapeurs'
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Products
20/12
Dom Perignon and Jeff Koons create art
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Fashion
5/12
Patagonia film celebrates the stories we wear
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Food & Beverage
18/09
Chipotle wages war on Big Food
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Technology
21/08
AT&T's brutal new film to stop texting and driving
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Transport
14/08
BA tugs the heartstrings with Visit Mum film
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Transport
4/06
Leave the world behind with Volvo
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Technology
9/05
IBM & The World's Smallest Film
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Fashion
11/04
Burberry merges digital and physical worlds
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Lifestyle
17/12
Iconic landmark is on song with The Ship Song
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Media & Entertainment
24/11
Bond's Skyfall is ultimate branded entertainment
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Lifestyle
25/10
Red Bull goes Stratospheric
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Transport
7/09
Audi showcases the future in Spheres
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Technology
10/07
AT&T unveils transmedia experience Daybreak
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Products
30/06
Google experiments with art and science
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Technology
28/06
GE asks Australians for Two Words
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Food & Beverage
14/06
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