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Lego 4+
Adventure
starts here
Ever wondered what goes on in the mind of a 5 year-old? To launch LEGO’s new 4+ range we endeavoured to find out.
Challenge
LEGO 4+ offers fun, simple builds for younger kids. And we were asked to help launch this new range throughout western Europe.
Insight
Every 4+ set includes a ‘Starter Brick’ – a larger pre-built element that helps kids build up their confidence, skills and creativity. So we figured that was the ideal place for our adventure to, er, start.
Idea
For kids, the building is just the beginning.
AGENCY: THE LEGO AGENCY
CREATIVE LEAD: NATHAN BURLEY
FILM / ANIMATION / SOCIAL / DIGITAL / POS
Execution
In terms of pure imagination and creativity, a 30-something advertising professional is simply no match for a bunch of 5 year-olds. So we threw away the script and let the kids ‘build’ their own story.
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The hero visual features an exploded LEGO 4+ garbage truck, which serves as the starting point for a vibrant representation of a child’s imagination at play
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We partnered with creative production house Taylor James to transform our 2D sketches into beautifully rendered 3D assets that could be used across print, digital and POS
