Piece It Together
Build the change you want to see in the world.
LEGO STEPS IT UP WITH BUILDABLE BILLBOARDS FOR VIP MEMBERS.
Client:
Lego
Task:
Come up with an innovative out-of-home idea for LEGO VIP that uses the brand tone of voice in a way they haven’t done before to bring awareness to their new VIP programme.
Background:
Lego is a brand that has revolutionised the toy industry and captivated the hearts and minds of millions of people worldwide. But Lego’s importance goes beyond just being a popular toy; Lego is a cultural phenomenon. Despite inspiring countless movies, video games, and even theme parks, Lego has only ever shown ads featuring the finished model. Let’s create an engaging campaign that uses Lego in a way it’s never been used before.
Idea:
Around the world, we'll send Lego VIP members exclusive Lego pieces, a location, and an invitation to build a billboard made entirely of Lego. Each member is given unique, diverse, and multifaceted Lego pieces that play their own integral part in the structure, just as they do in the VIP programme.
Manifesto
Impact:
Marvellously standing tall against monotony, our build-a-boards dare the world to look at the world through a Lego VIP lens - colourful, connected, and creative.
We elevate the brand’s positioning as a champion of collaboration and creativity, highlighting the value placed on customer engagement, and sharing the experience of bringing imagination to life through Lego, driving an increase in VIP memberships.
