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Lego

Go Miniman Go

The Challenge – Lego is widely beloved for sparking creativity and imagination in children, but there was an opportunity to strengthen its emotional connection with adult audiences. The goal was to celebrate Lego’s 30th anniversary in a way that evoked nostalgia and highlighted the brand’s enduring impact across generations.

The Insight – The goal was to create a campaign that would resonate deeply with adults who grew up with Lego, reminding them of the joy and creativity the brand has inspired throughout history. Our strategic insight was to use iconic historical moments and the beloved Miniman character to evoke nostalgia, reinforcing the idea that Lego has been a part of many significant adventures and memories over the years.

The Solution – As a key contributor, I helped develop the “Go Miniman Go” campaign, featuring a 90-second video in which the Miniman relives pivotal moments in history, from space travel to the fall of the Berlin Wall. Alongside a thoughtful blog post, the campaign included digital activations like content creation competitions, inviting adult audiences to celebrate the brand’s legacy and rediscover their love for Lego. The engaging visuals, nostalgic narrative, and interactive elements were crafted to deepen adult affinity and appreciation for the iconic brand.

The Impact – The campaign was a major success, generating over 15 million views in the first month and significantly boosting engagement with adult audiences on social media. “Go Miniman Go” also received industry recognition, earning a Gold Clio Award for its creativity and impact.

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Client: Lego

Role: Associate Creative Director