Steering away from their traditional play theme specific Christmas messaging, LEGO wanted a brand campaign that leveraged the memories of playing with LEGO as a child to broaden their messaging whilst highlighting the play factor for the kids of today.
Whilst singing Christmas carols and building LEGO with my kids, I ended up with a star in my hands... and right then and there, the 'Build your LEGO Christmas Campaign' was born.
Centered around the TVC which tells the story of a young boy struggling to find something for the top of the Christmas tree, until his sister surprises him and builds a star out of LEGO bricks. The campaign combines the imagination of a child building with LEGO and the tradition of placing the star on top of the Christmas tree.
The TVC is designed to evoke a sense of nostalgia and remind people of the value LEGO can bring to families at Christmas through the joy of building.
Cannes Lion Shortlist 2016
MFA 'Grand Prix' Award - 2016
Adnews 'Media Campaign of the Year' Award - 2015
MY INVOLVEMENT:
- CAMPAIGN CONCEPT & DEVELOPMENT
- TVC SCRIPT & DIRECTOR
- ART DIRECTION & DESIGN
- DESIGN
- COPYWRITING
- RETOUCHING
- PHOTOGRAPHY
AGENCY: ENSEMBLE
TVC PRODUCTION: BRIGHTWORKS