LEGO Happy Holiplay

When creating a campaign that relies solely on User Generated Content it’s always a delicate balance of how much the brand should be present. The second challenge is to create a framework in which people have the freedom to create and feel inspired to do so. If you have the guts to keep the branding to a minimum then it’s actually quite simple, but we’ve seen many, many brands fail at this. Well not in this case.

The idea behind this campaign from LEGO is clever and really simple. Simply build something with LEGO, combine it with whatever you have in your surroundings and snap a photo. That concept captures the very essence of LEGO – use your imagination and play. The agency behind this, Konstellation, likes to refer to it as Brickmented Reality.

The fact that LEGO has a huge community of very dedicated super users definitely helped to get this party started, but even so, this a solid piece of work.

Guest post by Nikolaj Fremming. Check out his portfolio here.