Best Use of 3-Dimensional Design
(Adweek Impact Awards)
About the project
This first to market back panel shelter showcase generated buzz and excitement around the premiere of Fox’s new show, Lego Masters, featuring the building of Bessie the Unicorn.
FOX tasked MediaHub and Rapport to create a best to market OOH installation to promote the first season of LEGO Masters.
Our team decided that there was no better way to promote LEGO Masters, a TV competition show about unique and impressive LEGO structures, than by building one of our own. So we partnered with Adam Ward, an award winning LEGO artist to design and build a colorful, eye catching LEGO sculpture. We then began the process of carefully selecting the desired size of the build and pairing the concept with the ideal location.
We landed on the single digital bus shelter in the West Hollywood market of Los Angeles – an already colorful setting that would perfectly complement our flashy 3-D build. Even though West Hollywood is notorious for allowing boundary pushing shelter builds, we worked with the city to go beyond the standard limitations to create a first-to-market activation. Rather than creating a typical shelter showcase within an adbox, this build utilized a back panel shadow box with 16” of depth to maximize our space.
FOX LEGO Masters bus shelter by day
FOX LEGO Masters bus shelter by night
Through in-person photo ops and engagement on social platforms, this one-of-a-kind set-up allowed us to showcase a grand 3-D unicorn, named Bessie, built entirely from LEGOs in a 360º shelter experience that added a real piece of art to the community during its 4 week flight.