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To develop an idea for LEGO that could bring the brand essence to life in a digital way – with creativity.
We developed the first jump’n’run game that could be played directly in a banner on any website. But it didn’t stop there: Every user could also create, play and publish their own level with virtual LEGO blocks – thereby contributing to the longest jump’n’run game of all time!
We used one of the most common web advertising formats – the leaderboard banner – to develop the first interactive, user-generated jump’n’run game. Users could play the game directly in a banner on any website, and what’s more, they could also create and publish their own levels: As soon as a level was ready, it was added to the game. This meant that the number of available levels was constantly increasing. Creators were able to share their self-made levels with their friends on Facebook and everyone could share the leaderboard banner on their own blog or website.