At a round table held by the UK Advertising Export Group and Marketreach in Cannes, panellists discussed and analyzed why direct mail may have been overlooked in the media mix historically, but why it's increasingly becoming the go-to channel by brands.
The campaign's global impact cemented LEGO's relevance among adult audiences while pushing the boundaries of AR as a tool for engagement and creativity.
"I can reach a lot of people myself," said Austin, who has about 2 million followers across all platforms. "So sending a creator like me to an experience, I am engaging my followers to get that awareness."