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LEGO Let's Build

LEGO | Let's Build | Global Campaign

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Winning with timeless insights and emotional engagement

LEGO had a brilliant problem; parents loved Lego for their imaginative play but their entertainment IPs like Star Wars were outshining traditional sets and creating a divide. Our insight, 'Bonding Through Building.' inspired a global TV spot, portraying the endearing moments of building between Dad and son.


LEGO Lets Build


Named #1 Holiday spot for emotional engagement by Brainjuicer

Helping LEGO jump from #3 to #1 ahead of Hasbro and Mattel.