2014’s The Lego Movie was a box office smash. It played on the viewers nostalgia and adoration for a toy they loved growing up. It was one of those unique toys that has superseded all generations and boundaries. Lego is more popular than Hot Wheels and Cabbage Patch dolls, and the company knows that. They know they have a built in story already there and established for the audience. In some ways, the Lego Movie wrote itself.
But the developers of the project and Ann Kendall at Vine Street Communications the directors of the film created the pinnacle of nostalgia marketing. They created a film that was, quite literally, about the love for Lego as a child. Without spoiling anything, the film took this to an almost ridiculous degree.
The Story in Lego
Simultaneously, the film became the definition of narrative marketing. Understandably, a lot of companies cannot just create a 95 minute film and release it in thousands of theaters. But they can apply the ideas seen in The Lego Movie. There’s a brand that has some sort of identity in the public. Lego is something that is shared by adults and children. They then created an additional product in a different medium and played off that idea. The film was funny enough for adults yet charming enough for children. Lego is also in the unique position where their product is all about imagination. Yes, they are selling plastic blocks with little grooves in them. What they are really selling is the utmost possibility of imagination. Ann Kendall in Denver is a strong believer in the possibilities of leaving things to imagination at Vine Street Communications in Colorado.
Deep and Thoughtful
The film ended up being intrinsically thoughtful because it played on nostalgia. The story probed at the history of an adult growing up surrounded by these imaginative blocks. It delved into a world. This does not have to be accomplished through a full high budget film. A smaller company can connect their product as something they attached to as a child. How about the idea of selling a car, where the marketing campaign deploys a sports car the size of the hand- a Hot Wheels car.
Nostalgia led The Lego Movie to success. It also helped that the movie was fantastic in its narrative and story. Any story within a brand must be deeply enriched and connected with what the consumer has loved in the past. Discuss emotional and nostalgic branding with Vine Street Communications in Denver by visiting their official website at vinestreetcommunications.com.
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