Text from the agency Kreativ Gang:
BEGINNING
Client – LEGO Czechia & Slovakia invited at the end of last year several agencies to a pitch and the task was pretty simple – Thinkg Big. They wanted something big since last year they ran a huge TV reality show – LEGO MASTERS. This year they needed something big and creative that would catch the attention of public so it would compensate the huge numbers that they lost by not having their own TV show in prime time.
IDEA
In our agency, Kreativ Gang, from the very the first brainstorming session we were always playing with “out of the box” / “out of the earth” idea. Beacuse the task was “thing big” so what is actually bigger than the actual space.
And on top of that, it fits the symbolism of playing with LEGO – when playing – you create your own universe in your living room. The crocodiles could fly on the cars, you can build the beach house in the city centre. You have no limits, your fantasy has no boundaries.
So we thought, alright, lets give them a taste of the real space. Lets give them the power to touch the real space. Lets bring them a small piece of space.
Then we knew we hit the nail.
And we had client on our side, they absolutely loved the idea and even pushed us to think even bigger. And that is how we ended up sending 1000 minifigures to space. So huge thanks to the client team, they did not give us limits, on the contrary, they supported us and fought for the idea.
After few debrief sessions with the client we agreed that it would be best to involve LEGO fans somehow into this project.
So thats why we are giving away these 1000 minifigures to them, to our customers. The mechanics is really simple – you buy any LEGO product, at any price, anywhere in Czechia or Slovakia (Also from the product perspective, we wanted this to be available for everybody. So no price limits.), you go to website, fill the info about purchase and you can win 1. daily prices – LEGO sets or 2. Main price at the end of the summer – 1 minifigure that flew to the space.
It will be delivered in gifting package with certificate and unique number for each figure. Also it will contatin a display case with small lego parts, so you will build it by yourself, decorate and put the “special” minifigure into it. And then whenever you look at that, it will give you the power of space, it will remind you that you should always think big, your fantasies should have no limits and you should aim for the stars.
Also you get older, you might get tired of some of your toys, even some LEGO Sets, but this one, this one you should keep. It is not about how big your sets are or how many of them you have, it is about the feeling, the power it gives to you and this minifigure should give you the message, that if it could fly to the space, you might as well too. Also we hope that in sparks the interest in space, science and engineering and show that the earth is really not flat :)
CHALLENGING – I will answer with counterquestion – what was not challenging in this project.
Design the space shuttle. Make the space shuttle. Fit the weight limits, which were really low (about 2,7kg -) the whole payload. Make the minifigures stay on the space shuttle with open space (we did not want them to be stored in something, but to be in open space – cabriolet :) so they literally touch the space). Because after the balloons burst up there, there is a huge hit and the free fly could be up to 300 km/h.
Also to predict the winds, weather so it lands on safe space and not to cross bordes, to find the right weather.
And we had 3 balloons, 3 space shuttles and more then 1000 minifugures, so each space shuttles contains approximately 350 figures. (1000 minifigures go to conusmers, the extra ones to influencers, project team, partners, etc.)
Huge thanks
Xtend – creators fo space shuttle design, https://xtenddesign.com/
CIIRC CVUT – makers of the spaceshuttles (carbon material similar to the one that is used with Formula 1 and 3D iron priniting), https://www.ciirc.cvut.cz/
SOSA – repsonsible for the flight and landing, http://sosa.sk/en/, Slovak Organisation for Space Activities
Jan Spratek / Planetum – technical guarantee, https://www.linkedin.com/in/jan-spratek-485652a9/?originalSubdomain=cz, https://www.planetum.cz/
and obviously our agency, who came up with this idea and made it happen
https://kreativgang.com/
https://www.instagram.com/zivotgangu/?hl=cs
HERE IS SOME CONTENT
raw photo video from flights
https://www.dropbox.com/scl/fo/rndc7k2anxyjgqkj8agtu/h?dl=0&rlkey=0jmfctk70f4ztj97se9tm9is8
BEHIND THE SCENES
https://www.dropbox.com/scl/fo/aihu16z3un8uwckos9h5b/h?dl=0&rlkey=5gcbfx2u0phj4bj5wsvatv2mw
