BRICKMAN WONDERS OF THE WORLD

Overview

Brickman Wonders of the World is a travelling exhibition featuring many large sculptures created entirely from LEGO. The exhibition is the curated by a LEGO expert known as the Brickman and each piece is painstakingly created by hand with a team of LEGO professionals.

The exhibition was designed for families with children ranging up to teenagers and featured both the LEGO creations and interactive areas.

The marketing campaign aimed to drive visitation to the exhibition within the Auckland families demographic and achieve the target of 40,000 tickets sold. A high volume digital campaign ensured visibility on key channels and competitions ensured data could be used to target more individuals within that audience.

My role for this project covered creative direction, film direction, campaign management, social media and advertising.

Campaign

The hero asset for the Brickman Wonders of the World exhibition consisted of a drone shot of Auckland Museum overlaid with 3D rendered graphic of the building morphing into a LEGO version. From this core asset a series of still visuals and animated gifs were used to create a consistent online campaign.

An online competition offered visitors the chance to meet the Brickman and take part in a LEGO building event, this campaign drove over 5000 sign ups to the Auckland Museum What’s On online newsletter.

Results

LEGO Brickman Wonders of the World is one of the most successful exhibition held at Auckland Museum to date. The high profile of the international brand and accessibility for families proved very popular with Aucklanders. Our campaign leveraged known interests with this audiences such as a love of the building and including key LEGO visuals where possible.