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TBWAMCR launches Legoland Parks’ first global campaign


TBWA\MCR has completed the new global campaign for Legoland Parks.

Featuring peekaboo octopuses, LEGO hot-rods and cloud-melting dragons, the marketing is set to go live from Monday.

It’s the first work from the Manchester agency since it was appointed to its global creative account. A first for Legoland Parks, TBWA\MCR has created a modular toolkit of 773 assets that can be used across all territories, so that viewers “don’t see the joins.”

“This is a step-change for LEGOLAND Parks,” said Ash Tailor, Global Marketing Director.

“As our global footprint continues to grow, we needed an idea that could be the platform to that. We believe this idea captures what makes us distinctive as a place where children are the hero of their very own stories, inspiring their imaginations with endless possibilities and sparking creativity that lasts a lifetime.”

There are 10 parks in total, and the campaign goes live across TV, online video, social, display and email in North America, UK, Europe, Japan, Korea and Dubai later this month.

“Our aim was to clearly put the LAND back in LEGOLAND and showcase its vital role within the LEGO universe to accelerate the playful participation, imagination and freedom of thought it inspires in children,” added Fergus McCallum, CEO at TBWA\MCR.

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