Lego

A childhood companion turns 30

Lego has always been for kids. That’s the magic of it. But here’s the thing: those kids grew up. And they carried Lego with them. The sets they built. The worlds they imagined. The hours spent on the floor, lost in something they created with their own hands. For a lot of adults, Lego isn’t just a toy. It’s a memory. A feeling. We wanted to tap into that.

The 30th anniversary of the Miniman was the perfect moment. This tiny figure had been everywhere. Space missions. Pirate ships. Castle walls. Millions of childhoods. The insight was simple: the Miniman wasn’t just a character. It was a witness to history. Ours and the world’s.

I helped develop ‘Go Miniman Go,’ a 90-second film that took the Miniman on a journey through iconic moments in history. Space travel. The fall of the Berlin Wall. Decades of adventure condensed into a minute and a half. It was playful but emotional. A reminder of everything Lego has been a part of. We extended the campaign with digital activations and content creation competitions, inviting adults to share their own Lego stories and rediscover why they fell in love with the brand in the first place.

Over 15 million views in the first month. A surge in engagement from adult audiences. And a Gold Clio Award for creativity and impact. Turns out, you’re never too old to play.