LEGO WICKED
Campaign
A new generation builds their own Wicked stories.
Long before Wicked dazzled audiences on the big screen, it captured the hearts of millions of theater enthusiasts. These devoted fans, now parents themselves, dream of sharing the magic with their own children, hoping they too will be enchanted by the story.
To connect with preteens, we first reached out to their parents by leveraging the very popular song… Well, "Popular", capturing the challenge of bonding with a preteen kid.
With the movie's release, we focused on the preteen experience. We used "Defying Gravity" to highlight their journey of growing up while still wanting to play.
Through our LEGO Wicked campaign, families can explore this magical world, create their own stories, and rediscover the joy of Wicked together.
Agency
Our LEGO Agency/The LEGO Group
Creative Team
Scott Neillands
Edmond Dukaj
Mya Rydman