Best Use of Video in an Experiential Activation
Lego Dreamzzz: ‘Hunt for the Dream Creatures’
Brand: The Lego Group
Agency: Amplify London
Lego, in partnership with agency Amplify London, launched “Lego Dreamzzz,” a mixed-reality campaign series that transformed everyday cities into areas of immersive adventure. Beginning with 3D billboards that doubled as gateways in Japan, the U.K and the U.S., the series aimed to blend the real and the fantasy. After the release of the gateways, social films featuring the CGI-based dream creatures that broke free from the doors expanded the augmented reality experience. “The Hunt for the Dream Creatures” campaign brought the invasion of these dream creatures to life while encouraging children to join the hunt across Lego’s digital and physical touch points, including its website and the Legoland parks. The campaign’s success exceeded the 3 million YouTube views benchmark and earned more than 5 million views in just the first week. The series was so popular that it was screened on platforms like Netflix, Amazon Prime and ITVX.
—K.C.
Best Use of Out-of-Home Media in an Experiential Activation
‘Live from PS5’: Reigniting the Hype Globally for Experiences on PS5
Brand: Sony Interactive Entertainment
Agency: Amplify London
In a campaign spanning 51 markets in 32 languages, Sony created the “Live from PS5” news network that transformed some of the most coveted game titles and their gameplay into news stories that anchors were covering in person. The campaign featured reporters worldwide broadcasting from different out-of-home sites created after actual game experiences, such as weather anomalies from “Fimbulwinter,” the appearance of Kratos’ Leviathan Axe, or mutations from “The Last of Us.” The news network even invited players to become anchors in their own gameplay using the create button found on the PS5 controller. With more than 600 assets across television, digital platforms and special out-of-home builds, including quarantine zones and alien footprints, the campaign effectively merged fantasy with reality. Sony outperformed its previous year’s sales by moving 19.1 million PS5 units, earning 4.16 billion impressions, 38.3 million video views and 2.2 million post engagements. —K.C.
