FILL THE GAP
BRAND CAMPAIGN & SOCIAL MEDIA ENGAGEMENT
LEGO Architecture is about celebrating the world of architecture through the medium of the LEGO brick.
January 2015 saw the global launch of the new LEGO Architecture Studio concept. With little or no marketing budget available, the challenge was to build awareness and create a buzz around this engaging product.
The answer: a compelling social media campaign entitled Fill the Gap.
The idea: imagination to fill empty spaces.
Our cities and towns are full of gaps; empty spaces that could be filled with beautiful buildings, bridges or areas for communities to enjoy. We wanted to encourage people to fill these spaces using LEGO bricks.
To reinforce the credibility of the LEGO brick as an architectural tool, and to add a level of professionalism to the judging process, we partnered up with the renowned architectural studio BIG Bjarke Ingels Group.
2.3 million users were reached in the first month of the campaign – and it was pure organic reach… and gained more that 20.000 likes within the same time.
You can read a review about the campaign on BrandCrush
Client: the LEGO Group // LEGO Architecture
Art Direction: Roberta Sandri
Creative Manager: Scott Selkirk Neillands