The Objective
Having invested a huge budget and with years spent in research and development, it was essential that LEGO made a big impact on consumers and in the press with the launch and subsequent consumer comms around its much-hyped LEGO® SMART Play™ system – the biggest news from the widely-loved brand in many years.
Creative Solution
The idea was to show kids actually playing with LEGO, not building it, to demonstrate the interactive functionality of SMART Play™. We took design cues from the packaging to support the brand and third-party retailers with online films, social content and eComm resulting in unprecedented levels of anticipation and engagement among millions of LEGO fans worldwide.
Stills shoot images
LEGO website : Smart Play homepage & PDP
3rd Party Retailer : Explainer, Range & Shoppable films
Social Media Posts
eComm
Consideration Banner Packs
Conversion Banner Packs
Conversion Social Posts
Press & PR: Smart Brick launch at CES Las Vegas 2026
