LEGO Friends
Renewal

LEGO Friends relaunched with a redesigned cast of characters, and the campaign’s job was to introduce them to a Japanese audience. Its centrepiece recreates the opening sequence of the new animated series as stop motion, built entirely from LEGO bricks and played split-screen against the original — the story’s own world, rebuilt in the product it comes from.

To hold viewers rather than simply reach them, the new characters were hidden inside the film and the audience was asked to find them. A sequence that would otherwise be watched once became something to replay and search. The game ran across Fire TV and the campaign’s landing pages.