Playing gives you superpowers
Mission:
The LEGO Group’s mission is to inspire and develop the builders of tomorrow. With the LEGO System in Play, which is based on LEGO® bricks, children and fans can build and recreate anything their imagination can dream up.
With the motto ‘Play gives you superpowers!’, LEGO wanted to unleash the creative potential during the festival and emphasise the value of play and time together.
Implementation:
Four iconic Berlin landmarks – the Berlin TV Tower, the Brandenburg Gate, the Victory Column and the Hotel de Rome – were transformed into a colourful LEGO world. The projection shows transformed LEGO bricks into larger-than-life shapes and created visually stunning experiences that delighted visitors of all ages.
A powerful symbol of creativity and the joy of playing together. Accompanied by the hashtag #LEGOplaymoments, the campaign invited people to share these special moments and get active together. The beautifully designed LEGO bus attracted additional attention.
Success:
The playful video productions were a real crowd favourite – especially for younger festival visitors.
The contributions with LEGO were also clicked and commented on thousands of times on our multimedia channels with their billion-strong reach – the little bricks made a big splash and showed one thing very clearly: playing together is pure joie de vivre and could be experienced in a whole new way at the Festival of Lights.
