Legoland Resorts is Calling All Heroes

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.”

CREDITS

Client: Merlin Entertainments

Brand: LEGOLAND

Project/Campaign Name: LEGO Galaxy

Client names and Job Titles:

Chief Executive Officer - Fiona Eastwood

Chief Growth Officer - Stanford Swinton

SVP of Global Marketing - Toby Horry

Go to Market VP - Kirsty Burkill

Florida Cluster GTM Director - Daniel Norgrove

California GTM Director – Julie Pastor

Senior Marketing Manager - Brandi Scaramella

Head of Marketing Planning North America - Chase Hathaway

Senior Marketing Performance Manager - Zachary Adams

Agency: adam&eve\TBWA

Chief Creative Officers: Ant Nelson & Mike Sutherland

Executive Creative Director: Matt Gay

Creatives: Ben Robinson & Mike Whiteside

Executive Producer: Petrina Kilby

Associate Producer: Amy Galvin

Chief Strategy Officer: Will Grundy

Strategy Director: Catherine Willoughby

Chief Executive Officer: Miranda Hipwell

Business Director: Skye Gay

Business Director: Phoebe Swan

Account Director: Estella Mosca

Account Manager: Teddy Loxton

Project Management: Abi Ripley

Head of Design: Paul Knowles

Design Studio Manager: Rob Wallis

Designer: Sam Harris

Designer: Will Whittington

Senior Retoucher: Jon Webb

Retoucher: Andy Nutt

Senior Legal Counsel: Tom Campbell

Paralegal: Florence Chui

Business affairs: Edan Cummins

Production Company: MJZ

Director: Gary Freedman

Exec Producer: Lindsay Turnham

Producer: Ray Leakey

Production Manager: Dulcie Menzie

Director of Photography:  Nico Poulsson

1st Assistant Director:  Richard Graysmark

Production Designer:  John Ebden

Casting Director:  Brendan McNamara

Service company:  Solent Film OOD

MD: Alex Momchev

Producer:  Dimitar Dimitrov

Editing company: The Assembly Rooms

Editor:  Adam Spivey

Edit Producer:  Phoebe Armstrong Beaver

Online Post Production Company: Universal Production Partners (UPP)

VFX Supervisor:  Jiří Linhart

Colourist:  David Koubik

Producer:  Kristýna Řádková

Project Coordinator:  Katarína Boháčová

Music:

Composer:  Benjamin Jones

Audio Post Production: 750mph

Sound Designer:  Sam Ashwell

Producer: Rachel Saxon

Media Planning & Buying: OMD

Chief Strategy & Effectiveness Officer: Clare Peters

Managing Director Business Transformation: Bill Platte

Managing Director Head of B2B: Carolin Raymakers

Executive Director Performance Planning: Rajan Sehmi

Executive Director Integrated investment: Faith Anders

Senior Director Digital Activation: Jawad Anwad

Director Business operations: Jennifer Trinkoff

Associate Director Digital Activation: Oliver Harper

Director of Insights: Tom Ryan

Associate Manager: Abby Merz

Social Manager: Natalia Munoz

Manager Experience Planning: Morgan Muno