BRAND

Lego

PROJECT

The Ghost Detector

TYPE

Exhibition

ROLE

Creative Director

Agency

Herren der Schoepfung a.k.a Liganova Horizon

YEAR

2019

OVERVIEW

LEGO's Hidden Side - Where Every Brick Holds a Spooky Surprise!

In 2019, LEGO introduced a true game-changer in the world of toys. The Hidden Side is a series of LEGO sets haunted by spooky ghosts that come to life on your smartphone through Augmented Reality. To captivate children with the new LEGO world, we aimed to craft a straightforward and distinctive experience that merely involves a single LEGO brick.

Concept

The Ghost Detector is an interactive machine that analyzes and extracts spooky ghosts from ordinary LEGO bricks, transforming young LEGO fans into bona fide ghost hunters. With no requirement for app installations or the perusal of lengthy manuals, we convert a regular LEGO brick into a tactile gateway to an exhilarating virtual fantasy world.

EXECUTION

The technology underpinning the narrative always strives to make the realm of the Hidden Side and its characters as authentic and engaging as possible. To bring our Ghost Detector to life, we expanded the story with existing characters and incorporated original sounds and voice actors. Professor J.B., the main character of The Hidden Side, leads the visitor through the "Extraction Process," from successfully scanning the brick to obtaining a coveted trophy: The ghost selfie. The specially crafted LED light show enhances the spooky mood, adding to the overall effect.

RESULTS

12k+ users

Engage with our experiences.

242+ average

Ghosts were taken home every day.

27 events

In a six-month promo period.

20 cities

At iconic landmarks such as Potsdamer Platz in Berlin, Marienplatz in Munich, and the Cathedral Square in Cologne.

Credit 

Creative Direction - Alexander Ludwig, Daniel Kaiser, Klaus-Martin Michaelis, Paul Schneider (Pavel der Schleifer)
Concept - Paul Schneider (Pavel der Schleifer), Thorsten Büsser
Copy - Thorsten Büsser
Creative Strategy - Sebastian Wolf
3D & Motion - Klaus-Martin Michaelis, Paul Schneider (Pavel der Schleifer)
Technical Director - Robert Georgi, Julian Eichhoff
Development - Niklas Danz, Julian Eichhoff
Account - Marc Schulz, Moritz von Below
Spatial Experience - Moritz von Below, Paul Schneider (Pavel der Schleifer), Klaus-Martin Michaelis
Construction • Public-Address