Most consumer promotions start and end at shelf. But to increase kids’ love of LEGO today, we knew we needed to engage them in how they’d build their tomorrow. Leveraging 82 retailers across the country as our very own set, we invited kids to show us how they’d make Canada’s future brighter. By digging into their imaginations and mountains of bricks, what started as a passive in-store activation turned into a grassroots campaign, supported by digital content, Influencer and PR.

What we did:
Live, Retail, Content, Influencer, PR, Production, Art Direction, Copywriting