The Objective
LEGO’s cross‑franchise gaming strategy centred on helping shoppers choose a gift that felt instantly relevant to gaming‑loving kids. By uniting three major gaming IPs, the campaign showed LEGO as the place where digital worlds meet building play, giving parents a clear, relevant reason to choose a set rooted in fandom appeal and gifting relevance.
Creative Solution
The creative answer was a distinctive 8‑bit visual style that echoed the brand’s block‑building DNA while tapping directly into gaming culture. At its heart was an iconic pixel‑built controller , a simple but powerful device. Its clarity and charm made it a lasting symbol for gaming relevance—so effective that it continues to anchor LEGO’s gaming campaigns to this day.
Key visual
Social Media
eComm
Point of Sale
2024 LBR stores
The Objective
The task was to build an engagement layer to help kids and shoppers step directly into a world of unstoppable imagination. The campaign needed to demonstrate that LEGO City isn’t just a place you play with, it’s a place you play in, where kids discover that when they enter LEGO City, there truly are no limits to what they can do.
Creative Solution
To deliver on the brief we gamified the engagement, creating a fast, customisable platform racer accessed via an in‑store QR code. Kids landed on a mini‑site, picked their LEGO City vehicle SKU, customised it, then raced across shifting landscapes. The simple act of choosing, building, and racing became proof of LEGO City’s core idea: a universe where play is truly limitless.
Game