The Objective
The strategy was to drive demand for low‑price LEGO SKUs by turning everyday moments into ‘minor gifting occasions’ under the Make Their Day platform. By reframing Children’s Day, Summer Holidays and Back to School as chances to spark happiness and motivation with a small LEGO set, we positioned impulse purchases as tiny gestures that make a big difference.
Creative Solution
We showed how just a few LEGO bricks could form something instantly recognisable, perfectly echoing the campaign message - A little something to say…. Shot with modern, minimalist photography and playful typography, each visual became a tiny, contemporary gesture for a minor occasion, a fresh look for LEGO that delivered real cut‑through.
Key visuals
Point Of Sale
The Objective
The strategy was to surprise low‑ to mid‑affinity shoppers with an irresistible LEGO Black Friday deal at a moment when consumers are primed for value. With this now a major purchase calendar event, we needed to position LEGO as the perfect self‑gift or smart Christmas buy, driving powerful brand reappraisal in a hyper‑competitive retail window.
Creative Solution
Our creative solution was the high‑impact Price Smash, a visual and animated device that became so effective it ran across Europe for three years. The boldness, humour and sheer physicality of the smash tapped into something culturally charged, turning Black Friday into a brand‑building event rather than just a discount mechanic.
Key visual
Social Media
eComm