The task was to generate awareness for LEGO with an almost non-existent media budget. We inspired parents for LEGO by sparking their imagination and thus bringing back their childhood heroes – with this very simplistic approach. 

We posted the idea on a single website and spread the idea in social media via word of mouth. In addition to our print campaign we created a one-of-a-kind pop-up-book with our motifs. This campaign has been awarded multiple times at Cannes Lions, LIA and Eurobest.

CANNES LIONS SILVER 3
EUROBEST GOLD 1
EUROBEST SILVER 2
LIA SILVER 2
LIA BRONZE 1

AGENCY Jung von Matt
ROLE Concept Development, Design
YEAR 2012