SCOTT MUSKA
ASSOCIATE CREATIVE DIRECTOR // WRITER
The Florida market is cluttered with iconic theme parks and tourist attractions. We were asked to help Legoland stand out, and to get international travelers to add the destination to their vacation plans. So we introduced Legoland Dollars, a real currency that can be spent at the resort, to foreign exchange boards for trade at locations within international airports—a place where travelers stop to check the rate for their home country’s currency.
RESULTS:
22% increase in park visits
21% increase in park revenue
48 Travelex locations sold out
AWARDS:
Silver Cannes Lion, Media—Best Use of Ambient Media
Cannes Lion Shortlist, Direct—Best Use of Ambient Media
Bronze, YoungGuns Awards
ACD: Harsh Kapadia / Laurie Hollar
Art Director: Nils Philipon
Copywriter: Scott Muska
Designer: Edi Loyola