THE LEGO FESTIVAL

For the first time ever, LEGO® and LEGOLAND® were partnering up to bring something special to the world.

A LEGO Festival.

A first-of-its-kind global event with 5 zones, featuring LEGO bands, LEGO DJs and unlimited LEGO bricks.

But how do you launch a festival like this?

The Disruption\

We showed the LEGO® festival as an antidote to the global play deficit.

In a world where 1 in 5 families never play together, it was time to bring back the magic of shared play. Inspired by insights from LEGO’s global research, we built a campaign that put kids not just front and centre, but in charge.  We captured the emotional truth that while kids haven’t forgotten how to play, sometimes adults need a little reminder.

Enter ‘The Girl Who Controlled Playtime’—a playful, heartwarming campaign that imagines a world where a child uses LEGO® Minifigures to take control of her busy parents and lead them to the ultimate celebration of family fun: the first-ever global LEGO Festival at LEGOLAND®.

The campaign was amplified through a global OOH rollout, featuring joyful imagery of a dad and daughter crowdsurfing over LEGO® Minifigures, creating a whimsical, unforgettable festival moment. It wasn’t just a celebration of LEGO; it was a celebration of togetherness.

The LEGO® Festival was more than an event. It was a reminder that the most powerful play isn’t solo—it’s shared.