LEGO, the world’s most famous toy company, wanted to increase awareness of their retail channels on and offline. The Visit LEGO Store campaign acted as a tourism style activation that positioned each store (and site) as a wonderful destination that parents, AFOLS (adult fans of LEGO!) and kids could enjoy.

It was distributed through tourism board videos, pop-up tourist booths, graffiti activations, social content, influencer activations. We also created a PR-able film following a group of grandparents during their trip. The Visit LEGO store campaign truly inspired the UK and Germany to begin their adventure with us. Here I lead and implemented the entire branding design and process and the design of all print and digital assets for the Visit LEGO Store® campaign, with the aim of driving customers to 'The LEGO® Store.'

Lead all creative decisions and designs, including branding. This entailed creating a logo, brand identity and guidelines for the campaign as a whole, which was achieved through the ‘pin’ graphic you can see throughout, as well as the idea and execution of the ‘Lego Family’.

Experiential designs were also needed, taking the form of printed maps, postcards, pop-up booths, in-store vinyl stickers and street art. Finally, marketing the campaign online was extremely important, which included creation of all the social posts both static and video, on Facebook and Pinterest, display ads and a landing page.

The combination of the activations resulted in the campaign reaching 1 in 5 people in both the UK and Germany, garnering a 96% approval rating, over 50 million impressions, 215k physical experiences and a huge increase in site and store traffic.