For the 2023 launch of LEGO brand’s newest homegrown IP, LEGO DREAMZzz in China, we localized the global campaign by introducing a kid news anchor who broke the headline: “DreamZzz creatures had escaped the dreamworld and were appearing across real-world cities!” We turned this narrative into an interactive activation through a series of key visuals, short social films, opening ads and digital out-of-homes, inviting families to help “track and catch” the creatures across multiple touchpoints.
