For Children’s Day, together with the LEGO brand, we created larger than life campaign. We inspired kids to take the fun into their own hands… in 11 European markets!
This year we started celebrating Children’s Day already at the beginning of May. Together with the LEGO brand, we created a campaign in which we built a connection between creativity and LEGO bricks. Because when kids want to play imaginatively, it is with LEGO bricks! Why? Because it’s always Drive, Fantastic, Fly or Cosmic… in their own hands!
5 fantastic kids, 12 LEGO sets on … set. Over 50 photos for the campaign and four 15″ and 6″ video materials in two voice-over versions, from which a multitude of digital and social media formats were created. And all this within 14 hours of shooting. Phew… this is how you start international campaigns at GoldenSubmarine!
Our creations went digital exactly one month before Children’s Day. They have already appeared in various forms in 11 European countries. More building bricks were added to the campaign as its development: 2 landing pages and a competition for members of the LEGO® Insiders program. If you’re not in it yet, apply quickly, because apart from the chance to win cool prizes, you’ll find a lot of customized offers there!
We also engaged 10 well-known influencers to create buzz on their reels, walls and stories. A large mural was also created on Tamka Street in Warsaw. Now everyone going to the Wisła boulevards can admire huuuuge LEGO sets. This unique painting on the wall made an impression not only in real life but also on the screens of smartphones and laptops. A modern Fake Out Of Home (FOOH) creation was prepared by the LensThat agency, using animation and realistic video. Modern technology and fantastic LEGO bricks are a perfect combination!
As for the icing on the cake, we prepared 7 days filled with fun. 450 m2 of space to explore. 4 super creative themed rooms inspired by sets from the campaign. We invite you to the Strefa Zabawy LEGO in the Centrum Praskie Koneser!
From May 25 to June 2, in Warsaw’s Praga district, children under adult supervision could have a fantastic time visiting unique, interactive zones filled with various attractions. Here, a well known El Padre agency, that specializes in building unique experiences at events, shows and conferences, proved it is top notch! The smiles of happy kids leaving the Strefa Zabawy LEGO are probably the best recommendation!
