Filmmakers are always trying to recapture the sensation of childhood, when creativity was unencumbered and unattached to financial security. Now a new film festival in the UK is celebrating the creativity of kids who are all five or younger with the perfect brand partnership: Disney and Lego Duplo.
Noting the ongoing craze for Lego stop-motion animation films such as Iron Man’s Shadow, Disney’s UK & Ireland marketing team decided to look for even younger creators by using Lego’s kid sibling brand as the inspiration for the Tiny Film Festival, which just announced its six very short winners featuring Duplo bricks.
The festival website strategically notes at the bottom of the poster images made for each film, “Any Lego Duplo play set could be the start of your child’s story.”
A new film made by Disney animators based on a child’s idea is released each week of the six-week festival. The unveilings take place on Facebook to help bring the social media element to the campaign.
Digital marketing agency Isobar was also in on the fun. “The idea was born from a simple insight,” said Simon Clancy, group creative director at Isobar, according to The Drum. “Every great storyteller was once a tiny storyteller. Lego Duplo develops your child’s imagination through creative play—so why not give all those tiny directors across Britain their very own Tiny Film Festival?”
The first winning film, My Tea Wishes, was created by the three-year-old daughter of Emily Leary, a parenting and lifestyle blogger in Britain, who wrote the book, A Mummy Too—so that no doubt helped build an audience right away.