After 50 years of encouraging creativity and joy through playing with bricks in Australia, LEGO is launching a nine months campaign for both kids and adults to enjoy. It is called ‘Festival of Play’ and all the latest news from the festival is available here.
The whole project was developed by One Green Bean and Host as a multi-platform campaign consisting of digital, social and experiential events that celebrate the brand. All the events will be held outdoors, with regular number of monthly calendar initiatives where all the lovers of LEGOs can celebrate 50 years of the LEGO brick in Australia.
Kat Thomas, One Green Bean, managing director said: “The LEGO brand is so intrinsically linked to fun and inspiration, the request to help them celebrate their 50th anniversary was a dream brief. We collaborated with Host to build a campaign platform that has compelling, playful content right at the heart of it and we can’t wait to reveal some spectacular brand initiatives over the coming months.”
A video that promotes the festival was launched yesterday and it tells the story of how the LEGO brick arrived in the suitcase of John Peddie in 1962 and the obstacles he faced to sell LEGO sets to toy stores, before becoming Australia’s no.1 toy brand.
Bob Mackintosh, Host, Digital ECD added: “The LEGO brand has become loved by staying true to the one thing it values most: play. So it made sense to celebrate that somehow, and a festival seemed like a fun way to do it.”