LEGO x Disney
You’ll always be her sidekick. And that’s the greatest thing a parent can be.
The Ask: Connect with parents without the syrupy “family bonding” clichés. We needed to prove LEGO® Disney actually gets their playtime reality — just as Stitch and Moana were back on the big screen.
The Answer: Here’s the dirty little secret of LEGO Disney playtime: parents don’t get to be the star. Ever. Your kid’s Elsa, your kid’s Anna, your kid’s Moana. You? You’re Pascal. Or Olaf. Or the villager who gets eaten. That universal injustice became our big swing. We created The Sidekick Parent Support Group, a faux-support circle where parents finally aired their sidekick grievances — bad princess impressions, missing spotlight moments, the whole tragic saga. The work premiered in cinemas before Disney films and lived on TV and online, giving parents what they rarely get during play: the spotlight.
Step 1: Spotlight the backup cast before the previews roll.
Step 2: Disguise the paid ads as internet candy.
Parents scroll past ads in seconds, but they’ll stick around for oddly satisfying ASMR. So we hacked the format: a split-screen pairing soothing LEGO® brick builds with a parent rant about always being stuck as the sidekick. The twist? It wasn’t two random feeds — it was the same parent and kid in the same room, playing together. The result: viewers stayed twice as long as the category average, with a 73% completion rate across paid social.
The result: Viewers stayed twice as long as the category average, with a 73% completion rate across paid social.