LEGO Innovation at Play

Sparking imaginations with the toy maker’s first cross-theme campaign

In a first for LEGO, we created a cross-theme digital campaign proving the value of LEGO for a child’s future.

To position LEGO’s most advanced play themes —Technic, Mindstorms and Architecture Studio— as gifts with both educational and entertainment value, we created a broadcast/digital campaign with an inspirational look to the possibilities of the future through creative play today.
Honing in on the insight that grandparents believe in their grandchild’s future, we focused our message on the Science, Technology, Engineering, Art, Math (STEAM) aspects of the three themes.

The Innovation at Play video content ran on TV as well as digital campaigns, leading gift givers to engage further at the site experience on LEGO.com.

Over 76% of viewers liked, commented on and/or shared this content.