The LEGO Group has launched what it is describing as its ‘biggest and most playful’ holiday campaign to date.
This year, the 90 year old brand turned to some of the most creative minds on the planet – children – to help supercharge its festive celebrations with fun.
The children were handed creative control behind the cameras, building, unbuilding and rebuilding what the holidays mean to them. They chose to design, build and bring to life a playful vehicle to help them deliver presents and bring the community together over the festive season.
The film shows children using play to navigate their way and overcome obstacles on their journey to deliver gifts. The overarching campaign narrative highlights that play, not perfection, is the best way to bring people together to have fun throughout the season. This narrative was rooted in cultural insight, with new research from the LEGO Group finding that the vast majority (84%) of children wish they could play more with their parents.
In addition, Katy Perry – a LEGO fan and collector – features in the ad, while it is also backed by her hit song, Firework.
The ad shows the group of children run outside to be greeted by Katy in an outfit inspired by LEGO bricks and riding on a larger-than-life LEGO vehicle they’ve just created together.
“At the LEGO Group, children are our role models – they inspire us with their creativity, curiosity and imagination, so who better to turn to for our holiday campaign,” commented Julia Goldin, chief product and marketing officer at the LEGO Group. “Our new campaign is a celebration of the creative power and optimism that children possess.
“They see endless possibilities for play and show us the difference play can make to the world as they rebuild it for the better. We want to inspire people of all ages to prioritise play over perfection and unleash a childlike joy this Holiday season.”
As part of the campaign, LEGO has also launched digital and in-store wishlists.
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