To mark the launch of the Galacticoaster, Legoland Resorts has launched a new campaign that champions creativity and makers.

The ‘Calling All Heroes’ campaign from Adam&eve\TBWA for Merlin Entertainments invites families to step up and save Legoland from an out-of-control asteroid with their imaginative creations. 

The Galacticoaster is Legoland Resort’s latest space-themed high-tech indoor rollercoaster. Continuing the space theme, the launch campaign is directly woven into the ride’s new storyline. 

A campaign film directed by Gary Freedman through MJZ, sees Lead space engineer Tex Hardstone and his team at Mission Control search for a way to stop an asteroid from destroying Legoland. For help, the team calls upon an unexpected hero, 8-year-old Jenny, who is ready to take charge with her big ideas.

Jenny outlines her vision for a spacecraft fit to stop the asteroid in its tracks, complete with lego engine and balloons. The team scrambles to engineer her vision before agreeing it just might work. The film then cuts to Jenny and her family aboard the Galacticoaster at Legoland. 

Beyond a traditional launch campaign, the spot acts as a recruitment drive, encouraging families to build, customise and create to save the day together.

The Galacticoaster is a space-themed attraction where guests can design their own spacecraft using Lego elements before seeing themselves riding in the vehicle they designed before blasting off. The creative element of the ride means that audiences can create more than 625 unique combinations. The campaign riffs on this element of personalisation to champion the creativity of its visitors. 

“The campaign captures the exhilaration of blasting through space on our newest indoor family coaster while showcasing one of the ride’s most unique features—the chance for every young space explorer to design their very own spacecraft… It’s a perfect example of how families get to build bigger together at LEGOLAND Resorts,” says Toby Horry, SVP of Global Marketing at Merlin Entertainments.

The film will run across online video, connected TV, radio, social and out-of-home channels, with campaign media planning and buying led by OMD.

Bringing the audience into the story, the joyful campaign brings to life Lego’s spirit of creativity.