Creative Brief

Create a multisubject campaign for the LEGO Brand that distinguishes LEGO from all the other construction toys in the toy market by highlighting the benefits and points of difference of LEGO rather than the downsides of the competitors.

Deliverables are campaign ideas including outdoor billboard poster (6 × 3 meter), a 30 seconds audiovisual, social media posts, and some guerilla marketing ideas.

Target audiences are parents (both mothers and fathers) of children aged 5-10 years old, as well as gift givers such as grandparents, aunts and uncles, friends, etc.

The advertising message is “LEGO. Rebuild the world.” using a minimal, smart, fun tone of voice to convey the consumer benefit that LEGO empowers the imagination. Importantly, creative proposals should mandatory use only LEGO bricks, no LEGO minifigures or themed logo boxes.