The challenge was to show teens that LEGO® is still relevant.
Insight - Limited only by your imagination.
Strategy - To challenging the target audience both through the physicality of building LEGO® with their reality of virtual living most teens are using today. To unleash wasted potential and reconnecting their love whilst still upholding the fearless innocence found more in younger players and enhancing imagination through LEGO®.
Proposition -
BIG IDEA - RESHAPING YOUR FUTURE
Using pre-existing technology ‘LEGO® Digital Designer’, 'Reshaping Your Future' gives anyone the opportunity to scan in any form of object through a specific filter on platforms such as Instagram, Snapchat and TikTok, with it taking just a few moments to turn into LEGO® form. The audience will then be able to alter, shape and create their newly-formed LEGO® structure in anyway they desire, with only their imagination limiting them.
This is to follow from their line ‘Rebuilding the World’.
The campaign will start with a mysterious social media post, with the aim to cause intrigue amongst the target audience.
Large stickers will then begin to pop up around well known monuments.
Scanning the sticker through a social platform will unlock the filter.
