Company: iCrossing New York / Role: Art Direction
CHALLENGE: LEGO has a huge fan-base, is a cultural staple, everyone knows the brand, but not enough people are going into LEGO stores to purchase products.
CONCEPT: One way to ensure that people come to interact with your brand in person, we figured, would be to use the brand at a local level. We created hyper-local LEGO animations that touted the store location and something relevant to the exact location. For example, for the Orlando store location, we animated the creation of a swamp LEGO set. For the King of Prussia, we capitalized on a location favorite, the high-speed rail.
We also created social posts within the campaign.
Not only was this strategy very successful, it was also a lot of fun to produce.