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October 10, 2021
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Show 13. juni 2024
October 10, 2021
In 2023, the LEGO Group released an epic homage to the legendary French locomotive, the Orient Express. The set is part of a growing section of The LEGO Group’s business - LEGO sets for adults. These have shown millions of people worldwide that building with LEGO bricks isn't just child's play; it's a relaxing and fulfilling way to enjoy your passions, whether it's vehicles, architecture, history, or your favourite film. But there’s still a cohort of people who need a little more convincing. Many still see LEGO sets as toys and struggle to see how they can be connected to their passion or hobby – especially if their hobby is on the cultural or historical side of things – like the Orient Express. If our goal was to get our target audience of new adult fans of trains and vehicles on board, our strategy was to work with an influencer who landed squarely between LEGO fans and train fans. Someone that both sides would love. Our social media influencer sweet spot was none other than Francis Bourgeois. Just like the LEGO Adult offering, Francis brings his niche hobby and interest to the millions - 5.3 million social media followers, exactly. The Orient Express is known for its historical glamour and opulence, the LEGO Group is known for its sense of fun and playfulness, and Francis is known for bringing joy to the nitty-gritty of trainspotting. With Francis in the middle, all three elements came together to create the most natural and perfect collaboration.
Our concept had to keep our ‘sweet spot’ in mind – the perfect middle ground between Francis’ passion, the fun of the LEGO Group and the luxury of the Orient Express. The result was a 1-minute-long video for Instagram, Facebook and YouTube starring Francis and his real-life partner, Amy. In it, we step into Francis’ mind and experience a surreal, quirky and fun dream sequence where his lifelong wish of stepping on board the Orient Express finally comes true. Everything in the spot is magical – he sits down to his 4-course luxury meal and the appetiser is ‘oddly, a pile of bricks’. A LEGO Minifigure driver floats in his hand and gives him a few ‘tones’ – that’s Francis’ lingo for beeping the horn. This is what it feels like to be a true train lover. Shot on location in France on the Orient Express itself, the spot playfully nods to the train’s heyday and Hollywood history with a soft-focused visual and dreamy 1930s orchestral music. And of course, no ad with Francis would be complete without his signature go-pro camera angles.
The spot was a resounding success. Loved by fans of Francis, fans of the LEGO Group and fans of trains, it was the crossover no one expected but everyone needed! Instagram comments like, ‘GENIUS Collab!’,
‘Phenomenal advertisement. Whoever suggested this collaboration is a genius’ and, Brilliant collab. Now this is advertising!’ came flooding in. In total, the spot racked up over 10 million views on social media and 1300 comments. In a world where influencer trust is arguably waning, Francis’ unfiltered joy for trains is radically authentic. What Francis brings can’t be bottled. This was that rare case of influencer collab alchemy. The joy of the LEGO Group, the authenticity of Francis and the luxury of the Orient Express came together in perfect partnership.
Danish Digital Award hylder de bedste digitale projekter
