LEGO Campaign
The ask:
Transform places that need more play.
Insight
Kids are the true experts on play. So we went straight to the source.
We had them draw their own transformations: boring places reimagined through a kid's eye. Those drawings became the spark for what our YouTubers would go on to create.
Strategy
Armed with kids' ideas, we briefed influencers to find a space, physical or digital, that needed a sprinkle of play, and reimagine it at LEGO scale.
We recruited eight influencers across four countries 🇺🇸 🇩🇪 🇬🇧 🇦🇺, each with a captive kid audience, to bring LEGO fans into the story.
VFX artists, footballers, gamers, YouTube personalities, and engineers all joined the build, turning every transformation into something worth watching.
