Lego wants Aussies to save Santa’s sleigh

Lego has launched a bid to save Christmas in a new campaign calling on Aussies to design a new sleigh after Santa’s crashes in a heap.

lego-santaThe stop-motion campaign is a collaboration between content and ad agency Mammal and production house Brightworks who have developed the three stage campaign.

Using real Lego bricks rather than relying on CGI, the ad opens with Lego Santa all set to go on his annual run around the globe when the sleigh crashes and falls apart on take off.

Lego is calling on kids to submit sleigh designs with the chance to win prizes, with the best designs to be featured in upcoming episodes of the series.

The campaign is supported by a dedicated Christmas website where designs can be submitted.

Lego’s group head of marketing Troy Taylor said using real Lego bricks was vital to the authenticity of the campaign.

“We’re so pleased to see this year’s Christmas campaign brought to life using real Lego stop motion,” Taylor said.

“It helps tell our Christmas story in an authentic Lego way, highlighting our brand values of creativity and fun.”

Mammal creative partner Luke Chess said the idea was to inspire creativity in the audience.

“It’s a great fun project for a great fun brand,” Chess said.

“Stop-motion really let us suspend all disbelief and create a magical world for these films – supporting the Lego brand promise by encouraging creativity in everyone who watches.”


  • Creative – Mammal
  • Production – Brightworks
  • Campaign concept – UM Australia
  • Client – LEGO® Australia

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