This campaign comes with a TV spot in the style of a madcap romp about a rabbit attempting to escape a hunter. It’s a great mashup of CGI and live action, which features the chasing and escaping shown in a colorful world of fire-breathing dragons, cops, flying cars, and so on. It is packed with Easter Eggs and clues – just like in “The Lego Movie” – though the ending is quite different. It’s revealed that the world is a brick fantasy, not a real-life fantasy, of a kid trying to fool his dad. This new attempt should direct customers into thinking of the brand, which stands for resilience, creativity and problem solving, as inspiration to improve the world.

Matei Curtasu: “Someone showed me the new LEGO film, and within 5 seconds I knew it was BETC. Attention to detail, brilliant storytelling, the way it’s shot – a fantastic way to unveil the first brand campaign for the Danish brand since the 80s. Simple, beautiful campaigns like these still give me hope for the industry. ”