LEGOLAND Florida Resort
Oink if you love theme parks.
LEGOLAND Florida Resort was growing from one park into a multi-day destination, starting with the world’s first Peppa Pig Theme Park. We led creative and art direction on both launches, and let the kids do the talking.
LEGOLAND Florida ResortTheme parksCreative direction and art direction
Peppa Pig Theme Park
The most oinktastic day ever.
Peppa Pig Theme Park is the only park where kids 0 to 6 are in charge for the whole trip, so the campaign talks the way they do. Every photo sits inside Peppa’s own head shape, so the work reads as Peppa before you see the logo.
Rack cardsThe rack card printed on crack-and-peel stock. Families take one home, peel off the oink sticker, and the campaign rides along on the back of the family car.
BillboardsBig, bright and easy to read at highway speed, and just as easy for a kid in the back seat to repeat.
SocialOn Instagram, Peppa announced the park herself. A 15 second reel, an 8 second loop and a set of banners kept the voice going on every screen.
In the parkIn-park banners kept the frame and the voice going once families arrived, so the park looked like the ads that brought them there.
LEGOLAND Florida Resort
A theme park built entirely for kids?!
With Peppa open, LEGOLAND became a multi-park, multi-hotel, multi-day destination. Kids ask the questions, LEGO minifigures cheer them on, and brick-colored frames stack the way the bricks do.
Vacations. Well played.
The tagline hands the credit to the parents who booked the trip, from street-level light boxes to a building wrap that lights up the night.
