4: AMBIENT AND EXPERIENTIAL
Experiential (2020)
4: AMBIENT AND EXPERIENTIAL (Experiential)
JPG
Build with the Force - LEGO
LEGO Star Wars
Bronze
| Title of Entry: | Build with the Force |
|---|---|
| Brand: | LEGO |
| Product/Service: | LEGO Star Wars |
| Client: | LEGO GmbH |
| Entrant Company: | SERVICEPLAN GERMANY |
| Creative Agency: | SERVICEPLAN GERMANY |
| Creative Director: | Till Rothweiler, Andreas Daum |
| Art Director: | Till Rothweiler |
| Designer: | Richard Wegele, Alexander Kneifel, PLAN.NET GERMANY |
| Copywriter: | Andreas Daum, Janus Berendts |
| Chief Creative Officer: | Matthias Harbeck |
| Sector: | N/A |
| Account Manager: | Christin Herrnberger, Monika Klingenfuss, Stefanie Keller, Franzisca Seippel |
| Date of Release: | 2020-01-30 |
| Notes: | Background Along with the release of Star Wars Episode 9 at the movie theaters, LEGO launched new LEGO Star Wars sets. In order to advertise these new sets, an attention-grabbing promotion idea had to be developed especially for the cinemas, which would impressively stage the new sets. Since Star Wars and especially LEGO Star Wars both have fans from all age groups, we had to develop an idea that would be equally fun for all of them. Therefore, we identified one common denominator that fascinates all fans about Star Wars: The Force. Idea In the Star Wars universe, you can use the force to move objects with sheer willpower. So we created an installation where fans from all age groups could physically experience the force. Based on the LEGO TVC, we developed the Build with the Force experience: an interactive mixed-reality game, in which two players face each other in a force-duel to rebuild a spaceship with the force as quickly as possible. Together with Tawny Emotion AI, we developed a special machine-learning-algorithm – the Force AI. It measures several factors: the force-gesture including muscle-tension, the concentration-level via face-recognition and the pulse via minimal changes in face color. The algorithm then combines them in one individual score. The higher this score, the faster the ship is rebuilt. That’s how the force felt absolutely real for all players. |
| Other Credits: | Alex Schill, Global Chief Creative Officer |
| Other Credits: | Sandra Loibl, General Creative Manager |
| Other Credits: | Jochen Lenhardt, Managing Partner, MEDIAPLUS GERMANY |
| Other Credits: | Niklas May, Efim Tamplon, Creative Technologists, PLAN.NET GERMANY |
| Other Credits: | Carl Eggert, Digital Project Management, PLAN.NET GERMANY |
| Other Credits: | Lukas Pachoinig, Victoria Wissmann, Sabrina Duchow, Hans Zieringer, Media Planning, MEDIAPLUS GERMANY |
| Other Credits: | Dr. Chadly Marouane, Machine Learning & Software Engineer, TAWNY AI |
| Other Credits: | Johannes Maierbacher, Director, Albert Coon |
| Other Credits: | Ewald Pusch, Roman Prochnow, Laura Staudinger, Mirko Hampel, Timon Patris, Postproduction, NEVEREST |
| Other Credits: | Markus Krause, Music / Sound Design, Giesing Team |
