Agency adam&eve\TBWA has unveiled “Calling All Heroes,” a campaign created for and in partnership with Merlin Entertainments to celebrate the launch of Galacticoaster, LEGOLAND® Resorts’ newest high-tech indoor rollercoaster coming to LEGOLAND® Florida and LEGOLAND® California Resorts on Feb. 27 and March 6, respectively.
The campaign’s hero film, directed by Gary Freedman via production house MJZ, opens on Mission Control where lead space engineer Tex Hardstone and his team have run out of answers for how to stop an asteroid threatening to destroy LEGOLAND. Thankfully, an unexpected hero steps forward: eight-year-old Jenny, ready to take charge. As she outlines her imaginative spacecraft vision, the engineers scramble to keep up, racing through LEGO dials, reference books and communication gadgets as Jenny leads the mission through space.
The film will run through the end of March, with additional activations planned throughout the year. Versions will air in 60, 30 and 15-second formats across online video, connected TV, radio, social and out of home channels, with campaign media planning and buying led by OMD.
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Credits
Client Merlin Entertainments Brand LEGOLAND Agency adam&eve\TBWA Ant Nelson, Mike Sutherland, chief creative officers; Matt Gay, executive creative director; Ben Robinson, Mike Whiteside, creatives; Petrina Kirby, executive producer; Amy Galvin, associate producer; Will Grundy, chief strategy officer; Catherine Willoughby, strategy director; Paul Knowles, head of design; Rob Wallis, design studio manager; Sam Harris, Will Whittington, designers. Production Company MJZ Gary Freedman, director; Lindsay Turnham, exec producer; Ray Leakey, producer; Dulcie Menzie, production manager; Nico Poulsson, DP; Richard Graysmark, 1st AD; John Ebden, production designer; Brendan McNamara, casting director. Service Company Solent Film OOD Alex Momchev, managing director; Dimitar Dimitrov, producer. Editorial The Assembly Rooms Adam Spivey, editor; Phoebe Armstrong Beaver, edit producer. Online Postproduction Universal Production Partners (UPP) Jiri Linhart, VFX supervisor; David Koubik, colorist; Kristyna Radkova, producer; Katarina Bohacova, project coordinator. Music Benjamin Jones, composer. Audio Post 750mph Sam Ashwell, sound designer; Rachel Saxon, producer. Media Planning & Buying OMD
The British government’s Department for Science, Innovation and Technology has developed the “You Won’t Know until You Ask” campaign, providing U.K. parents with practical support they can use immediately and the confidence they need to have conversations with their children about the content they see online.
The campaign comes as a direct response to parents who have been calling out for support on how to navigate their children’s use of social media. New government-commissioned research shows that half of British parents admit having never spoken to their children about harmful online content, despite 90% of 11-year-olds now owning a smartphone.
Created by TMW, part of Accenture Song, the campaign will run across TV, online video, display, search, radio, social and DOOH. The creative campaign will raise awareness of how insidious body-shaming, misogynistic and rage bait content is, whilst providing parents with the impetus to communicate with their children (aged 8-14, all genders).
In this hero film--directed by Zak Razvi via Greenroom Films--we see a teenage boy on the sofa. As the camera zooms in towards him, the voiceover describes the types of harmful content he sees on his phone while an ordinary family morning continues around him. The voiceover then questions, “Is your child influenced by toxic content? You won’t know, until you ask.” The :30 will run across VOD and social. (Razvi is an alum of SHOOT’s 2016 New Directors Showcase.)
The campaign encourages parents to engage with new guidance that has been made available, all backed by behavioral research and academic insights. This includes conversation prompts and age-appropriate advice for tackling misinformation and harmful... Read More
