2022 marks the 90th anniversary of LEGO. Originally conceptualized in 1932 as a toy for kids, LEGO has grown to become loved by people of all ages, including adults with more spending power—inspiring a culture of imagination and a movement of play. Today, its products are present in multiple avenues such as communication, fashion, and even art.
Although LEGO has many competitors in the form of toy corporations (eg. Hasbro, Mattel, Bandai Namco), toy brick brands (eg. Kre-O, MEGA, Sluban, Gundam), and collectibles (Funko Pop, Medicom Toy Be@rbricks), arguably none comes close in terms of cult following, especially with the older demographic.
This comes as no surprise as its recent products (eg. LEGO Collector Series and LEGO movie franchise) and campaigns have been targeted to adults, challenging the notion that play is just for kids. One realization we had was that unlike most adult collectibles that stay in the box just to be displayed on the shelf, LEGO begs assembly, and thus, tactile play.
In creating our films, we were inspired by the insight that as we grow older, rules and responsibilities become so much of a necessity that we tend to forget how to have fun. But as they say, age is just a number, and play knows no limit. Sometimes all we need is a reminder that inside every adult is an inner child—and to let it out is to live.
Our campaign is divided into four chapters: FUN, PLAY, ART, and CELEBRATION. Each 15-second ad was crafted to bring the culture and spirit of LEGO to life (innovation, freedom, and self-identity)—through stories that show viewers that the best way through adulthood is to stay kids-at-heart.
The big idea that grounded all films is THE WORLD IS YOUR PLAYGROUND, words that serve as both tagline and battle cry. So go ahead and “leg godt”—or in english, play well!