If a prize had been handed out for best brand performance at the Oscars last night, Lego would have run away with it.
The brand orchestrated an all-singing, all-dancing performance of its "Lego Movie" song, "Everything is Awesome," starring the comedy rap trio Lonely Island, the drummer Questlove and the actor Will Arnett, with a large supporting cast.
The Canadian pop sister duo Tegan and Sara, who sang the song for "The Lego Movie" last year, also featured in the performance.
The brand had also created Oscar-style trophies made of Lego — designed by the artist Nathan Sawaya — that were given out to some of the A-list celebrities during the energetic performance.
These included Oprah Winfrey, Meryl Streep, Bradley Cooper and Clint Eastwood.
Cue an onslaught of vines, pictures and media coverage of the stars with their Lego trophies.
This article first appeared on campaignlive.co.uk.