Lego isn’t just a toy firm that pulls construction-minded youngsters—it’s a model that crosses generations. And to acknowledge that broad fanbase and remind them that play is worth it at any age, the model has produced a marketing campaign focusing bettering psychological well being by way of sound.
With the purpose of reaching grownup builders, Lego has launched a movie based mostly on the sound of its bricks. The narrative focuses on a foul day at work for its feminine protagonist till she is ready to shut the door of her condominium behind her and give attention to spending time along with her cat and constructing her new Lego set.
“Our intention for the marketing campaign was to encourage extra adults to take a second to search out their move by way of constructing with Lego bricks or partaking in different comparable hands-on, minds-on kind of actions. So, the important thing executions had been geared towards serving to them try this,” Genevieve Capa Cruz, head of product for adults at The Lego Group, informed Adweek.
The marketing campaign will run globally throughout September and October with paid media alongside natural placements throughout key markets and inside Lego’s native groups.
Along with the movie, as a part of the continuing “Discover Your Stream” marketing campaign, Lego additionally created a soundtrack for pressured adults known as Rhythm & Bricks that features work by songwriter and multi-instrumentalist Tom Misch, Danish digital trio WhoMadeWho and different artists.
The model has additionally collaborated with YouTube creator Lofi Woman on an 86-minute-long Rhythm & Bricks takeover of her channel.
“We had been searching for a extra emotive method to relate our marketing campaign messaging, and we beloved how music movies may be each visceral and narrative equally. So we borrowed some methods from that world and created a movie that seems like a music video, working with the good artist Tom Misch who created the music in tandem,” Capa Cruz stated.
She defined that partnering with Lofi Woman allowed the model to undertake her model and method for Rhythm & Bricks and convey that to Lego’s fanbase, whereas including its personal twist to the recognizable visible model.
“For over 90 years on the Lego Group, we’ve had a singular function: to encourage and develop the builders of tomorrow by way of play. When a toddler performs, they develop key life abilities like creativity, confidence and resilience. Nevertheless, we’ve got hundreds of followers of all ages who encourage us on daily basis with their Lego creations,” stated Capa Cruz.
