LEGO: And I Think To Myself...
The LEGO Agency
The Bobbsey twins from Homicide
Creative ideas fueled by inventiveness and imagination are great – and we love them, but do you know what’s even better? Turning those creative ideas into tangible ones.
And no, we’re not talking about building LEGO houses – which is freakin’ awesome too, of course.
We’re talking about licensing an adapted version of Louis Armstrong’s ‘What A Wonderful World’ for LEGO’s worldwide Christmas campaign.
Getting the license for such an iconic track for a reasonable price and obtaining permission for a re-recording was definitely the most challenging part – but we did it.
Our licensing department negotiated the best market prices and the original lyrics of the songs were adapted to apply to the world of Lego. Originally written by Bob Thiele and George David Weiss, lyrics like ‘trees of green’ and ‘skies of blue’ were traded for ‘sausage trees’ and ‘princess knights’.
This led the licensing process to be everything but a walk in the park, especially because it also had to cover almost all media worldwide – from TV to LEGO Stores.
It is one of the biggest syncs of 2020/2021. A sync of such a global hit song certainly takes the campaign to a whole new level, if you ask us.
To say we’re proud to have contributed to this amazing film would be an understatement.
When we look at the flying ninjas, fire-spewing dragons, blue horses and yellow ducks, we can’t help but sync to ourselves – that’s a really cool world indeed.