The campaign launched on Thursday 12th March and is designed to celebrate the imaginative stories of children under the age of five. Each week, for five weeks, Lego Duplo will select one child’s story to be stop motion animated by Disney using Lego Duplo bricks. Parents can submit their tiny director’s stories via a dedicated microsite (www.lego.com/tinyfilm) which features a cinema player.
Winners will be announced via the Lego Duplo Facebook page with each winning film having its own custom movie poster in the style of a blockbuster. The films will last around 15 seconds with a graphic intro and outro sequence. They will be available to view on the microsite, Lego Duplo Facebook page and through the Lego YouTube channel, as well as being distributed via paid for media and Disney Junior sponsorship idents.
Lego Duplo’s brand manager, Genelle Holton, said: ‘We are delighted to be celebrating the imagination of toddlers throughout the UK, by putting them in the director’s chair and enabling them to create their own mini blockbuster. The campaign will enable us to demonstrate to parents that Lego Duplo is a fantastic role play product, which encourages storytelling.”