LEGO / Experiential & Digital / Carousel Of Creativity

How do you bring LEGOs Christmas campaign to life as an experiential that everyone can enjoy and benefit from during the season of good will?

By creating The Carousel Of Creativity in Covent Garden! A walkthrough installation that showcases big builds from the TVC, photo ops with Santa, a Snap snow globe AR lens and a festive treasure hunt.

The big builds were designed to reflect the LEGO Christmas TVC as well as the different passion point skews for it’s core audience.

These featured the world in an ice cream cone, a firefighting dragon, a princess racing driver, a rocket race car, a LEGO DOTS cactus and a Christmas Tree next to a wall of picture frames showcasing UGC builds that have been uploaded to LEGO Life.

We even made the experience available to people outside of the location using Matterport.

Role: Creative Director

Agency: The Producers (with Mischief and initiative Junior)

Producers: Jessica Bond, Natasha Jaworski and Hannah Jasper

Designer: Dan Green

Account Director: Tim Jenner

Managing Director: Kate Umfreville