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 work was awarded multiple times at the Cannes Lions Festival, Eurobest and the London International Award.
Client The Lego Group Agency Jung von Matt Year 2012