Picturehouse launches six-month Lego City campaign

In brief

The Lego Group has created a brand tie-up with Picturehouse Cinema’s Kids’ Club to promote its UK Lego City campaign.

The campaign centres on a 30-second ad running in family films with a co-branded 10-second ident created by Picturehouse to raise awareness of Lego City as a “Proud Sponsor of Kids’ Club”, using the tagline “Build Their Love of Cinema”.

A 30-second brand ident will also run in the Picturehouse’s marketing reel in all Picturehouse Family screenings.

Cinema foyers will also feature immersive activations throughout April and October, such as inviting children to build their own movie poster with Lego bricks and encouraging parents to share pictures on social.