Lego: Green instructions

LEGO, a toy production company, launched a campaign in Poland to generate high interest and engagement, engage a younger audience, stimulate conversation and positive sentiment and create desire for LEGO products.

Objectives

Make LEGO's new positioning 'Rebuild the World' relevant and meaningful for Polish consumers.

  1. Generate high interest and engagement to create wide reach in an organic way.
  2. Engage younger audience through highly attractive interaction with the product, make them experience brand promise.
  3. Stimulate conversation and positive sentiment for the brand.
  4. Create desire for LEGO products, without any supporting hard sell mechanics.

Summary of the work

Background & context

In Poland 79.9% of energy is still produced using coal, so there's a lot of education that needs to take place on climate change and the direct impact of energy sources on...

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