Building Stories: Playful Creativity for LEGO
LEGO Digital Creative
LEGO
For a brand like LEGO with such a playful personality, storytelling is the cornerstone of effective creative. These narratives, no matter how brief are the bridge connecting LEGO to their audience. This emphasis on playful storytelling is central to the LEGO brand connecting with both kids and grown ups.
Accurately representing the brand’s various sub-brands was another essential element of our work. Each sub-brand carries its own unique personality and visual identity, so our creative process ensured their distinctiveness were respected while maintaining the overarching LEGO brand. This required close collaboration with LEGO teams and a deep understanding of the various sub-brands and audiences at play.
With a brand like LEGO, injecting a sense of play into every piece of content was central to our collaboration. The commitment to play and imagination is at the heart of their identity, and every project – whether a social media video, a graphic, or a landing page needed to capture this spirit. By crafting dynamic, playful visuals and messaging, we ensured their audience consistently felt LEGO’s playful energy.
The foundation of LEGO storytelling was meticulous attention to narrative and messaging. Since the brand’s primary audience includes parents and grown ups, we focused on crafting content that speaks to their values and aspirations while also igniting curiosity and excitement for their kids. This dual-focus approach allows us to create engaging LEGO campaign creative that not only informs but also excites both kids and grown ups alike.
In short, we have an absolute blast helping LEGO produce digital creative to inspire kids and big kids alike. The Tall team were already huge LEGO fans, so the opportunity to be involved in crafting LEGO brand stories to their audience has been wonderful. Each project is an amazing opportunity for our creative teams to step into a world where we can harness playful creative thinking to enrich the LEGO brand.
