LEGO / Retail Experiential / Valentine’s Day & Mother’s Day (LEGO Botanicals)

How do you make adults aware of the amazing LEGO Botanicals range targetted specifically to them, and not for kids?!

By hijacking occasions such as Valentine’s and Mother’s Day that are usually associated with flowers to make people aware of this cool, imaginative and unusual twists on one of the most expected and cliched gifts you can buy your loved ones.

“Keep It Fresh” Valentine’s Day Campaign

For Valentine’s Day we transformed the super cool and new LEGO Battersea Store into “Le Florist”, a false shop created around the doorway that looked exactly like a florist but sold LEGO flowers. We added an awning, street cobbles, a mosaic to the floor of the entrance and, of course, crates, vases, jars and pots all filled to the brim with beautiful LEGO flowers.

Made In Chelsea star and TV presenter Jamie Laing visited the store with new wife Sophie Habboo to help promote the campaign with press shots and interviews for social media.

Mother’s Day “Grow Closer” Campaign

In the run up to Mother’s Day, we took our LEGO Botanicals florist cart to Waterloo station as well as LEGO stores around the UK.

Role: Creative Director

Agency: The Producers, part of the PrettyGreen group

Lead Designer & Visualiser: Alex Walden

Producers: Tim Jenner, Tom Gale, Natasha Jaworski.