AUCKLAND, Today: To empower the next generation, LEGO Australia launched an integrated campaign embracing the limitless potential beyond our planet.
Research revealed 70% of children want to travel to space. LEGO partnered with Thrive PR & Communications to celebrate creative play and spotlight the latest SPACE range.
Thrive’s idea was to build a 50-meter crop circle in NSW, sparking media and online speculation with a secret exploration involving high-profile space-loving talent.
“We couldn’t take kids to space but we had an ambition to bring SPACE to earth,” said Thrive Executive Director, Clare Basire. The crop circle design drew inspiration from the iconic LEGO® Minifigure.
Despite logistical challenges, SOLD OUT Events found a viable crop in far Western NSW. Severe weather conditions were navigated to create the crop circle over three days.
The small town of Narromine, near the CSIRO’s Parkes Observatory, was chosen for its low light pollution and space legacy.
“We couldn’t take kids to space but we had an ambition to bring SPACE to earth.” – Clare Basire
Talent including Kobi Brown and Steph Luck visited the site, capturing the experience. Brightworks shot dramatic video and drone footage shared with media and creators.
News was teased over two weeks, leaning into internet conspiracy theories, with paid creative and radio placements heightening discussions.
LEGO revealed its involvement, tapping into space curiosity. The campaign launched with a collaboration with the Australian Space Agency and astronaut Katherine Bennell-Pegg.
“This is a campaign that lights up kids’ imagination,” said Justine McKenny, LEGO Australia and New Zealand Marketing Director. The collaboration with the Australian Space Agency was a stellar partnership.
Leilani Abels, Thrive PR Founder and CEO, highlighted the unique opportunity to “Rebuild the World” with LEGO and insert the brand into the cultural zeitgeist of space.
Katherine appeared at Sydney’s LEGO Certified Store, meeting kids and revealing one of 15 LEGO Space Bricks, created by the ESA using meteorite dust to inspire future builders.
McKenny reflected on the mission: “LEGO SPACE is a unifying portfolio for all ages and skill levels, embracing bold storylines and creative narratives with stellar results.”
CREDITS
Campaign: LEGO SPACE
Brand: LEGO Australia & New Zealand
Senior Director, Head of Marketing: Justine McKenny
Brand Manager: Hollie Hill
Brand Relations Managers: Millie Williams and Leah Russell
AU/NZ Agency: Thrive PR & Communications
Founder & CEO: Leilani Abels
Executive Director: Clare Basire
Integrated PR & Talent/Social team: Jenna Woods, Amy Lee, Hugh Preston, Chloe Koutsoukis, Lilli Kargiotis, Samantha Drummond, Lucy Lee, Bethany Fuller, Ash Bruton, Briar Barratt-Boyes, Madi Hewett
Event Agency: SoldOut Event
Managing Director: Kim Voss
CEO: Thomas B. Staunton
Media Agency: Initiative
Client Director: Sharyn Keller
Content Production: BRIGHTWORKS
Producer/Director: Cameron D’Arcy
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