LEGO Campaign
The ask:
Show how play is a superpower, by asking influencers to transform places that need it - using LEGO in supersized and inspiring ways.
Insight
Since kids are the kings and queens of play, we spoke to them about what spaces they actually find boring.
We asked a selection of American and British kids what spaces they think could use a play upgrade; an office, a shopping mall, and of course, school.
They also drew pictures of their boring places and how they would transform then to inspire the concepts from the YouTubers.
Strategy
Using kids inspiration from our research, we briefed influencers to scope out a space, physical or digital, that could use a sprinkle of play.
We recruited eight influencers across 4 countries, with captive kid audiences to engage LEGO fans at home. To make the content visually exciting, we onboardedVFX Artists, Footballers, Gamers, YouTube Personalities and Engineers in 🇺🇸🇩🇪🇬🇧🇦🇺.
