Brief
A promotional campaign for the Lego brand targeted adult audience such as parents and gift-givers.
Solution
Stories made of mixed Lego themes to demonstrate what children imagine when they play with it.
Distinguishing features of Lego highlighted in the campaign:
1. Only Lego has got 50+ licensed themes
2. Any types of Lego bricks fit each other perfectly
3. Lego bricks stimulate kids’ imagination better than anything else
3. Lego bricks stimulate kids’ imagination better than anything else
The message is integrated into different media so that new stories are constantly created as the word order changes.
Next, the proposed campaign is integrated into the Guardian website. A set of crazy fake news are generated out of topics from different news sections such as politics, culture, travel and so on.
