CLIENT: Lego

PRODUCT: Lego Building Sets

DREAMS CONSTRUCTED IN PLAY

The power of learning through play is vital to shaping a child’s future. It inspires creativity, encourages individuality, and a strong sense of self. So, how do we bring the Lego play experience to more lives across the globe (to perpetuate the inspiration and development of the builders of tomorrow)?

Driven by the infinite supply of dreams all kids have (adult and young kids alike), this campaign encourages players to bring their world(s) to life or elaborate on others (like Disney favorites, Harry Potter, Star Wars, and many more) with Lego Building Set(s).

This Lego campaign is geared towards sparking conversation, creating engagement, and increase in purchases for Lego Building Sets.

For the sake of the creative spirit, discover how Lego can reach new horizons, stay connected to diverse audiences, and ensure a global impact.

O1 — PROJECT DETAILS

This campaign sought to expand the LEGO experience globally while promoting hands-on learning.

O2 — GOALS & KPIs

Targets included:

• 35% Boost In Purchases

• 25% Increased Online Engagement

• 250 YouTube Challenge Entrees

O3 — CREATIVE PROCESS

Focused on creativity and collaboration, I selected YouTube and Instagram as primary platforms.

‘BUILD YOUR WORLD’ CHALLENGE

Collaborators, Okuda San Miguel – Artist merging geometry and color, will present and promote the ‘Build Your World’ LEGO Challenge via LEGO social channels: YouTube and Instagram as the primary platforms.

Builders are asked to create a world of their own using any of the LEGO Building Sets they wish to create a never-before-existed, true to each creator’s inner world.

First place, second place, and third place winners and 3 honorary mentions will be featured on LEGO.com and their creation will become an official Lego Building Set product.

LIMITED EDITION FILM SETS

DISNEY’S CINDERELLA X LEGO

While films give us stories, LEGO offers imagination – making these two mediums the perfect opportunity to inspire builders of all kinds.

Limited Edition Disney Inspired LEGO Sets, collaborating with major films from Disney reveals a new dimension of creativity and inspiration via storytelling in films.

O4 — RESULTS & METHOD

• 43% Boost In Purchases

• 33% Increased Online Engagement

• 800+ YouTube Challenge Entrees