Lego 90th Anniversary Campaign Activity Celebrates the Role It Plays in People's Lives
With its mission to “inspire and develop the builders of tomorrow through the power of play,” Lego has released a campaign to celebrate its 90th anniversary—and how it resonates culturally around the world and helps people as they build their own lives.
With its mission to “inspire and develop the builders of tomorrow through the power of play,” Lego has released a campaign to celebrate its 90th anniversary—and how it resonates culturally around the world and helps people as they build their own lives.
With the anniversary taking place on August 10, the minute-long ‘We Are All Builders’ film aims to remind viewers of all the different parts of life that Lego has helped “build”—from lives, relationships, communities, families and love.
The campaign from the inhouse Lego Creative Studio will continue the long-running “Rebuild the World” brand platform—with nine weeks of activities planned across its website, social media, e-commerce channels, as well as its international Legoland theme parks.
Featuring clips from scenes that showcase various elements of how Lego inspires creative communities, the spot will run across TV, digital, out of home, in U.K. cinemas—as well as e-commerce channels and within Lego’s stores in over 25 countries. It will also be supported by a series of local activations and events in key markets.
