LEGOLAND Florida Resort was growing from one park into a multi-day destination, starting with the world’s first Peppa Pig Theme Park. I led creative and art direction on both launches, and let the kids lead the work.
LEGOLAND Florida Resort
Theme parks
Creative direction, art direction
Peppa Pig Theme Park and LEGOLAND Florida Resort
Sell preschool families on a park they couldn’t visit yet, then make LEGOLAND the easy pick in Central Florida.
These parks are built for kids. So let the kids lead, in the voice, the photos and the frames.
Two campaigns from one truth, running from the highway to the back window of the family car.
Eight stops across two launches, from a rack card in a parent’s hand to a building wrap at night.
01 Peppa Pig
Peppa Pig Theme Park is the only park where kids 0 to 6 are in charge for the whole trip, so the campaign talks the way they do. Every photo sits inside Peppa’s own head shape, so the work reads as Peppa before you see the logo.
Peppa Pig Theme Park launch
02 Rack card
The rack card printed on crack-and-peel stock. Families take one home, peel off the oink sticker, and the campaign rides along on the back of the family car.
Rack cards and stickers
03 Billboards
Oink if you love theme parks. The most oinktastic day ever. Big, bright and easy to read at highway speed, and just as easy for a kid in the back seat to repeat.
Outdoor advertising
04 Print
Print carried the same head-shaped frame into magazines, with one ad for the whole family, one for the bumper boats and one for the splash pad.
06 In the park
In-park banners kept the frame and the voice going once families arrived, so the park looked like the ads that brought them there.
In-park banners
07 LEGOLAND
With Peppa open, LEGOLAND became a multi-park, multi-hotel, multi-day destination. Kids ask the questions, LEGO minifigures cheer them on, and brick-colored frames stack the way the bricks do.
LEGOLAND Florida Resort launch
08 Around town
The tagline hands the credit to the parents who booked the trip, from street-level light boxes to a building wrap that lights up the night.
Out of home
Peppa Pig Theme Park talks the way a four-year-old does. LEGOLAND lets a kid ask the question and lets the minifigures cheer.
Different parks and different voices, built on the same truth. And at the end of the day, the parents get the credit.
05 Social
Press play and oink along.
On Instagram, Peppa announced the park herself. A 15 second reel, an 8 second loop and a set of banners kept the voice going on every screen.
Social and digital
Social / Instagram reel :15 and post :08
peppapigthemeparkflorida Guess what! Peppa 🐷 built a theme park! You can ride roller coasters and a choo-choo 🚂 and a 🦕 ride! So, come celebrate 🎈 with Daddy Pig, Mummy Pig, Peppa and George for your best (oink) 🐽 day ever!
peppapigthemepark est-bay ever-day! 🐷
Digital / 300×250 banners