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The LEGO Group - Play Unstoppable

The LEGO Group

01/06/2023

LEGO Agency

Advertiser/Brand

Billund, Denmark

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01/06/2023

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Agency / Creative

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Post Production / VFX

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PLAY MOVES US

Leveraging the cultural moment around Women's World Cup to launch a film celebrating girls playing fearlessly

Tapping on the Women's World Cup 2023 as a cultural moment, we created the Play Moves Us film. A spot celebrating girls playing without boundaries, embracing creative experimentation, and the limitless potential it unlocks for all. We collaborated with sports icons Rapinoe, Oshoala, Nagasato, and Kerr, and featured STEM advocate Gitanjali Rao. Our film was also female-led behind the camera, directed by Danielle Katvan.

The results speak for themselves:

3.5K Total mentions

252 Total Media Coverage

1.3B Total potential reach

+60pp Positive campaign sentiment vs. 2022/23 D&I campaign average

+30% Total engagements vs. Ready for Girls 2021 (including owned activity)

87% Positive sentiment on social to product launch and campaign

About LEGO Agency

We are the in-house creative agency of the LEGO Group. Focussed on brand identity, packaging design, kids’ communication, shopper communication, promotional activities, in-store material, experiential marketing, digital engagement, social media, brand communication… and more!

We’ve assembled a global super-team of talent, all passionate about the LEGO Group. Based across five countries globally, four hundred and eighty of us form the LEGO® Agency, with one purpose:

We create opportunities to spread creative thinking across the world by making the LEGO brand, franchises and products irresistible to all.

Creativity is one of our core brand values alongside imagination, fun, quality, caring and learning. It is so important to us that children are being given the time, space, and inspiration to unleash their inner potential. We want to be part of a team that champions creative problem solving, teaches new skills, and prepares children for the future. Daydream Believers understand the creativity crisis that is unfolding and are doing something about it, and at the LEGO Agency, this is something we really want to support.

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