Taking LEGO fans to DREAM(Zzz)land with the LEGO Group’s most ambitious IP yet

Agency: The LEGO Group & Golin

In 2023, the LEGO Group wanted to excite and amaze kids with an all-new home-grown IP, LEGO DREAMZzz. But it wanted to launch in a whole new way for the brand, with episodic content first, followed by physical products not on sale until months afterwards.

What followed was a truly international campaign that turned kid’s dreams into a major cultural talking point in more than 55 countries around the world, driving maximum awareness and excitement – seeing 30% higher than average positive sentiment amongst LEGO fans, and coverage levels exceeding 148% of target, before a single brick got into kid’s hands.