Lego: The LEGO® Movie


The Lego Movie is entertainment produced by a brand. And it’s great entertainment that’s loved by critics and audiences alike. Lots of people went to the theater to see it. Now they rent it or buy it at home. Or watch it on a plane. And now they’re more emotionally connected to the brand. Now the Legos are a bit more magical. So they buy more Legos. And go to Legoland. Wait, isn’t this Disney’s model? Maybe Frozen is the gold standard…



Jesse was on the Branded Enterainment and Content category jury at the Clio Awards this year that awarded the Grand Clio to Chipotle’s The Scarecrow campaign created by his agency CAA . The campaign was nominated for this series by the BCMA’s South American Chapter founder Patrícia Weiss. She was on the Cannes Lions Branded Content and Entertainment jury this year that also awarded the campaign three Gold Lions that made it the de facto best of show for the category. CAA’s Back to the Start campaign for Chipotle won the Grand Prix at Cannes Lions in the Branded Content and Entertainment category in 2012. Big Fuel’s Creative Head Avi Savar was the jury president that year, and you can read my interview with him where he discusses why the campaign stood out here.

Jesse’s feedback forms part of our latest report for the next edition of the Best of Branded Content Marketing, and you can find out more about the report, the responses to date and even participate yourself here.

If you’d also like to share an example then please tweet via @juzzie using the #BOBCM hashtag or get in touch through the contact page.