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, especially with Stitch & Moana about to return to 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 is Elsa. You? You’re Pascal. Or Olaf. The villager who gets eaten.
That universal injustice became our big swing. We created The Sidekick Parent Support Group, a relatable spot where parents finally aired their sidekick grievances: bad princess impressions, missing spotlight moments, the whole tragic shebang. The work lived in theaters and all over the internet, giving parents what they rarely get during playtime: 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: pairing soothing LEGO brick builds with a parent ranting about their sidekick status. The twist? It wasn’t two random feeds. They were playing together in the same room.
By using a sensory hook that actually feels native to the scroll, we hit a 38% Thumb-Stop Rate. That’s nearly 2x the industry benchmark for the parenting segment.
Step 3: Serve kids a steady diet of sidekick stories ahead of theatres.
We turned 'Sidekick Stories' into a YouTube sensation, amassing 3M views in the first week by meeting kids exactly where they scroll.