In the first of a series checking out some of the best marketing, advertising and PR work around, I’m taking a look at LEGO’s first brand campaign in 30 years.
‘Rebuild the world’ is a clever, creative approach from everyone’s favourite Danish toy manufacturer, emphasising the brand’s key attributes and speaking directly to the playful younger and not so younger (but think they are) audiences. The tone of the strapline is spot on, in my opinion – an empowering, positive message in changing times.
If that was a little deep, let me lighten the mood. Check out the launch video below:
The real-life/surreal chase scene engages from the start, with oversized items, heads twisting round, a giant dragon, flying cars and a big helping of clever twists and turns. It’s refreshing, playful and silly; it stands out from the crowd. And its something anyone who has ever picked up those little squares will recognise.
Boom. Straight back to childhood.
The potential of optimistic creativity
“It’s a way to think”.
LEGO is cleverly repositioning in a time when values and purpose are more important to consumers than ever. Instead of focusing solely on sustainability – which it is already making waves in, with using sustainable plastic and considering a potential rental scheme – they’re also utilising their authentic (!) purpose of creativity.
On their site, it says, “(LEGO) helps kids develop a creative mindset as they experiment, break the rules, fail and try again”. Resilience, optimism, fun and creativity all rolled into one. Empowering, eh?
Add to this some cultural creator partnerships (influencer, anyone?) with the most famous gymnast in the world, Olympian Simone Biles, and music producer Mark Ronson, and the sky’s the limit… perhaps.
All in all, a really solid, creative and engaging, purpose-driven campaign. More please.
What do you think? Let me know in the comments below.