To celebrate the launch of The LEGO Movie, PHD Media pioneered a campaign to transport TV viewers into the LEGO world with a unique moment of advertising history which involved an entire ad break being recreated brick by brick in LEGO. The campaign included collaboration between Warner Bros, LEGO, the brands participating in the break, ITV and the viewer. This helped The LEGO Movie to exceed its box office targets, achieving a ROMI for Warner Bros of 5.96.