Lego_The_Creative_Experience
LEGO France
Issue 33 | December 2014
Agency
GREY PARIS
Creative Team
Executive Creative Director: Thierry Astier Artistic Directors: Vicken Adjennian, Mehdi Benkaci
Production Team
Production house: Capisco Director: Jeremy Frey Production: Clement Jouve, Delphine Lassalle
Other Credits
Head of Strategy: Alexis de Montaigu Head of Digital: Damien Ricci Digital Project Manager: Sophie Kantjas Business Director: Laurence Cormier Project Manager: Victoria Martin Content Production: Laurent Dailloux
Date
October 2014
Background
The aims of the 'surprisingly creative' digital experience were to: - Position the LEGO brand as one that reveals 'children's unlimited creativity'. - Visually represent children's creative approach when they play with LEGO bricks and to give their mothers a way to better understand their children's endless creativity. - Have a number of different stories to express the immense diversity when it comes to children's creativity.
Idea
What happens in children's mind when they play with LEGO® bricks? Can you picture their unlimited creativity? For an entire day, the France LEGO team invited 5 children aged 6 to 10 y.o. to play in a room with LEGO bricks, alone, one after the other, each of them for 15 minutes. While each child was playing and commenting on his Lego construction, in the same room, hidden and separated by a curtain, an illustrator was drawing a fresco, representing the story told by the child. During this process, neither the moms, nor the children knew that an illustrator was reproducing in real time the experience that was taking place. To keep the authenticity of the experience, the whole process was not scripted and everything was shot on the spot. At the end of the experience, a large fresco representing each child's creative roadmap was revealed in front of the mom and child, both surprised and moved at the same time. Your children are truly surprisingly creative.
Results
No results available. Target audience : The main target audience was Mums between 30 to 45 years old with young children. But the very nature of the experience, it intended to touch parents at large.