London agency PHD builds ‘Awesome Week’ for LEGO Movie 2

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by Mark Johnson

London media planning and buying agency PHD has created a week-long campaign to promote upcoming Warner Bros release LEGO Movie 2.

Billed ‘Awesome Week’ the campaign will feature a series of newspaper, radio and TV ad breaks all designed, the agency said, “to bring the movie’s joyful spirit to life and put a smile on the face of the UK as it emerges from the gloom of January.”

The campaign started on Wednesday, 30 January and will run until Tuesday, 5 February 5 and will come to life through a series of media, PR, social and experiential activations in which the movie’s lead character, Emmet, will act as an ambassador of positivity.

LEGO Movie 2: London agency PHD kicks off UK campaign

Highlights of ‘Awesome Week’ include The Sun newspaper running a series of news articles covering the upbeat news of the day, written in Emmet’s positive tone of voice. In addition, the newspaper will also run a week-long ‘Awesome Week’ competition, in which readers can submit why they believe they embody Emmet’s irrepressibly optimistic spirit for a chance to win an awesome family trip to LEGOLAND in Orlando, Florida.

London-based radio station, Heart FM, will run on-air competitions and spot airtime where listeners can win ‘awesome days out’ for their family, encouraging families to double the fun they can have together. The station’s traffic, news and weather reports will also be taken over for the week as The LEGO Movie 2 looks to make these more awesome, no matter how miserable the weather or delayed the trains.

And on Saturday, 2 February a specially created ad-break during ITV’s The Voice, will see the movie’s leading character, Emmet, appear on his double decker sofa and from the stage of The Voice, talk about how ‘awesome’ it would be to have his own ad break – before introducing a break featuring brand partner ads from DFS, McDonalds and LEGO, which all feature The LEGO Movie 2 characters, concluding with a trailer for the movie and a specially animated ‘outro’ by Emmet himself.

“Building on the success of the launch campaigns for The LEGO Movie and The LEGO Batman Movie, we were keen to increase the ambition of both how many ways we could bring the positivity of The LEGO Movie 2 to life and how large a canvas we could deliver its message across”, SAID Sarah Nugent, managing partner at PHD. 

“We are delighted to have been able to partner Warner Bros. with some of the UK’s biggest media brands to achieve both of those ambitions.”

The LEGO Movie 2 will be released across the UK on Friday 8 th February.

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