LEGOLAND’s 'Galacticoaster' Launch Goes Intergalactic in ‘Calling All Heroes’

From adam&eve\TBWA in partnership with Merlin Entertainments, ‘Calling All Heroes’ celebrates the launch of the new high-tech indoor rollercoaster coming to LEGOLAND Florida and California

In the 60-second hero film directed by Gary Freedman through MJZ, we’re watching from the control room as an out of control asteroid plummets towards earth, LEGOLAND Florida to be exact. Despair paints across the lead space engineer Tex Hardston’s face; his team have run out of time to save the day. This until an unexpected hero dials in. Eight year old Jenny takes charge outlining her spacecraft vision before the engineers spring into action, racing through LEGO dials, reference books and communication gadgets.

Created to spotlight Merlin’s record 90 million dollar investment in the Galacticoaster, the new high-tech indoor rollercoaster coming to LEGOLAND Florida and California Resorts on February 27th and March 6th, respectively. A first of its kind, guests will be able to design their own spacecraft using LEGO elements, resulting in more than 625 unique spacecraft combinations, before seeing themselves ‘riding’ the vehicle they designed before blasting off to face the ‘Asteroid of Probable Destruction’.

Acting as a recruitment drive, the campaign is ‘Calling All Heroes’, encouraging families to build, customise, train, and save the day together as a crew of LEGOLAND space heroes in a mission woven directly into the new ride’s storyline.
adam&eve\TBWA CEO Miranda Hipwell described working with Merlin as a “blast from start to finish. What an honour to launch this LEGOLAND work into the stratosphere.”

For Merlin’s SVP of global marketing Toby Horry, the ride offers, “the chance for every young space explorer to design their very own spacecraft.” He adds, “It’s a perfect example of how families get to build bigger together at LEGOLAND Resorts.”

To launch a space ride at LEGOLAND was an “absolutely belter of a brief, and so much fun to create,” according to adam&eve\TBWA ECD Matt Gay.

The film will run through the end of March with additional activations planned throughout the year. 60, 30, and 15-second formats will run across online video, connected TV, radio, social, and out-of-home channels, with campaign media planning and buying led by OMD.