To promote the Lego Movie, in which the whole world is made of Lego, PHD Media used the toy's transformative magic to turn other brands' advertising into the branded content for the film. The campaign was a 3:30 minute ad break that featured Lego remakes of existing ads by the British Heart Foundation, Confused.com, BT and Premier Inn. The idea was so appealing to the brands that each of them fronted their own production and media costs to be part of the campaign. Launched during a flagship ITV show, over six million people saw the ad break, with YouGov describing it as the best they've ever measured.
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