LEGO May the Fourth
Branding, Retail, 360 Campaign
Every Star Wars fan knowns that the franchise is more than one film or moment — it’s a collective that lives on, growing through the years whilst staying true to its story. And that’s our ambition with this May the Fourth campaign, to grow our LSW family by turning this special day into a celebration that encourages them to build the galaxy together. Power the Force on MT4.
ASSOCIATE CREATIVE DIRECTOR: ABE PIERCE
SENIOR ART DIRECTOR: CHELSEA CARPENTER
ART DIRECTOR: GIDEON VIRGADAMO
PROJECT MANAGER: EDWARD DEL-PRINCIPE
May the Fourth is one of the largest annual events on the LEGO calendar. Our team was responsible for translating this monumental occasion into our LEGO stores and online, outputting campaign brand guidelines, retail design and online presence including paid social and web, for shoppers.
Across the Galaxy
Our visual language extended across our in-store touch-points, LEGO.com, programmatic advertising and bespoke paid social animations. These animations played on popular Star Wars tropes, such as the lightsabers in the sky as seen at Galaxy’s Edge.
→ Traffic for the campaign landed +11% ahead of 2024.
→ Strong performance across marketing levers, especially paid search and paid social.
→ Footfall: +4% YOY with positive feedback on M&T, headbands and new postcards developed by our team.