adam&eve\TBWA is proud to unveil “Calling All Heroes,” a bold new campaign created for and in partnership with Merlin Entertainments to celebrate the launch of Galacticoaster, LEGOLAND® Resorts’ newest high-tech indoor rollercoaster coming to LEGOLAND® Florida and LEGOLAND® California Resorts on Feb. 27 and March 6, respectively.
Designed to rally heroes of all sizes, the campaign invites families to step up and save LEGOLAND from an out-of-control asteroid in a thrilling mission woven directly into the new ride’s storyline.
The campaign spotlights Merlin’s record $90m investment in the groundbreaking space-themed attraction, a first of its kind indoor coaster where guests can design their own spacecraft using LEGO® elements- resulting in more than 625 unique spacecraft combinations- before seeing themselves “riding” in the vehicle they designed before blasting off to face the Asteroid of Probable Destruction heading their way and save LEGOLAND.
More a recruitment drive than a traditional advertising campaign, Calling All Heroes serves as a universal call to arms, encouraging families to build, customize, train and save the day together as a crew of LEGOLAND space heroes.
The hero launch film, directed by Gary Freedman through MJZ, opens on Mission Control, where Lead space engineer Tex Hardstone and his team have run out of answers for how to stop an asteroid threatening to destroy LEGOLAND. Until an unexpected hero steps forward: 8-year-old Jenny, ready to take charge. As she outlines her imaginative spacecraft vision, the engineers scramble to keep up, racing through LEGO dials, reference books and communication gadgets as Jenny leads the mission through space.
The film will run through the end of March, with additional activations planned throughout the year. Versions will air in 60, 30 and 15-second formats across online video, connected TV, radio, social and out of home channels, with campaign media planning and buying led by OMD.
Miranda Hipwell, CEO of adam&eve\TBWA, spoke of the creation: “Working with Merlin on our first major campaign post pitch has been a blast from start to finish. What an honor to launch this LEGOLAND work into the stratosphere.”
Toby Horry, SVP of Global Marketing at Merlin Entertainments, said: “We’re incredibly excited to unveil our new advertising campaign for Galacticoaster, opening at LEGOLAND in Florida and California in the coming weeks. The campaign captures the exhilaration of blasting through space on our newest indoor family coaster while showcasing one of the ride’s most unique features—the chance for every young space explorer to design their very own spacecraft… It’s a perfect example of how families get to build bigger together at LEGOLAND Resorts.”
Matt Gay, Executive Creative Director at adam&eve\TBWA, added: “Launch a space ride. At LEGOLAND. An absolute belter of a brief and so much fun to create with our new clients at Merlin Entertainments.”
The convergence of tech and brands 