BRAND CAMPAIGN –

LEGO MOVIE 2 &

CHIQUITA BANANA

(A)

Looking to expand upon their Lego Movie partnership for the upcoming sequel, Chiquita needed a creative campaign that encapsulated the humor of the film and tied it in with their own brand voice — all using limited assets and information.

We knew there was a new character “Banarnar” appearing in The Lego Movie 2 with a very small role (little screen time, and even fewer lines). So we turned this potential problem into the core strength, with the concept “Banarnar: Star of the Show.” We capitalized on Banarnar’s short-lived ‘cameos’ in the film to develop a larger-than-life persona for the character, positioning him as the self-proclaimed star of the movie. The less he’s in the movie, the more comically absurd the concept feels.

(B)

Utilizing only footage from the first two theatrical trailers, we created an all new “review spot” parody featuring Banarnar as the true breakout star. The piece hit on the irreverent tone of both brands while maximizing the promotional potential of a minor character. To push the narrative further we developed a series of digital graphics featuring the lead characters of the film confused but thrilled by Banarnar’s star power.

Some would say the reaction was bananas! The campaign was a hit amongst Chiquita, Warner Bros, and filmmakers Phil Lord and Christopher Miller—who were so excited about the campaign that they lent a hand in developing additional content. Warner Bros.’ LEGO Movie 2 campaign won the Silver Clio for “Partnerships & Collaboration.”

(C)