Hey Bottles campaign
The LEGO Group
Issue 60 | September 2021
Agency
The LEGO Agency EMEA
Creative Team
Senior Director: Emma Perkins Creative Director: Debra Gerrard Associate Creative director: Matt Guenigault Senior Copywriter: Jake Atree Art Director: Pouline Atencio Designer: Shelly Kaur
Production Team
Producer: Alexe Hope Production Company Highlyunlikely Video Editor: Federica Intelisano
Other Credits
Communication Partner: Julia Perry Communication Strategist: Ksenia Barton Project Manager: Lydia Cook Designer: Danny Di Duca Video Editor: Cécile Thai Video Editor Producer: Matthew Pitts Project Manager: Carole Marz
Date
June 2021
Background
Every year consumers become more concerned about plastic use, with increased pressure on brands to lead the way. They want to see meaningful and understandable actions with brands addressing their core business and models.
At the LEGO Group they are on a journey to make a positive impact on the planet by sustainably innovating what lies at their core – their iconic LEGO brick. This is a big step towards their commitment to make all their products from sustainable sources by 2030, and they want to share their journey with the world.
Idea
For the first time ever, they’re ready to tell the world that they’re making prototype LEGO bricks made using recycled plastic bottles. But how are they going to tell people? Well, they are not, they’re telling bottles. A campaign was created aimed at plastic bottles, letting them know that they could become a LEGO brick, which is a much better life than being left in the trash, or at the side of the road. As a LEGO brick, they’ll get to be played with for generation after generation taking on any shape they want cat, car or even a dinosaur! It is a fun and lighthearted sustainability campaign that aims to get the attention of bottles as well as people.
Results
Reach in the first week was 20 million people across social media with an engagement of 224K. The response to the campaign was positive and the creative resonated with the audience. Commentary on social media indicates an overarching support of their sustainability efforts. There was a big interest in the recycled brick and in the process, the campaign also sparked conversations around our sustainability goals. The brand’s innovation journey was covered favorably by the media.