LEGO
Unleash the Dragon
LEGO wanted to bring the launch of its Ninjago dragon sets into the real world. Engaged combined immersive 3D outdoor advertising and digital media with a dragon hologram, interactive screens and building activities at events.
Delivered by
The opportunity
LEGO wanted to bring the launch of its Ninjago dragon sets into the real world.
What we did
Engaged combined immersive 3D outdoor advertising and digital media with a dragon hologram, interactive screens and building activities at events.
Online video, social and display amplified the outdoor stunt beyond its physical location. At LEGO World and Festival of Play, a cave with a lifelike dragon hologram, interactive screens and build-your-own-dragon corners let visitors move from watching to participating.
The outcome
The campaign linked public spectacle with hands-on play at LEGO World and Festival of Play.
The source materials show both the public-screen execution and the event experiences, revealing how the idea adapted across formats.
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