Lego City Stuntz Launch

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"So, we have to ride up the ramp, jump, and dunk a ball mid-air through a basketball hoop that’s on top of an ice cream van… that’s definitely a first!”

Supercollider were invited by Mischief PR/Engine to conceive and realise a social campaign to launch the new Lego City Stuntz range of ten supercharged new products for use on LegoLife and social channels. The brief inspired us to supersize a real-life approach: first, we cast an incredible, pro Freestyle Motocross Team who could pull off huge stunts, then we turned our attention to the wider world of the Lego City range to provide real-world vehicles and unexpected objects to put at the heart of the stunts, and finally we turned to kids to share their ideas of what we could do by putting them all together!

The result was a surreal and startling piece featuring BoldDog FMX team attempting four major stunts, designed with Lego! The 6-minute hero piece featured across the brand’s channels, re-versioned at multiple durations and formats for social, and escalated by the brand in launch week from a national campaign to global. The success was mirrored in experiential, which extended an activation stunt event with BoldDog across several UK cities to great success.