LEGO x MAKEMAKE
#Concept #copy #scripts #campaign #platform #film #app #interactive #ooh #csr #activation #pitch
LEGO needs to convert new fans and faces stiff competition these days.
We invented MakeMake. It doesn't make sense.
MakeMake is the wonderful illogic of child's play where everything simply is. The gleeful sound a child makes when they clap their hands together and squee. The connection of ideas and dots and bricks and hands and friends.
A platform that gives the brand permission to create anything we can imagine—just like LEGO bricks.
The platform launches with quirky shorts that convey bursts of whimsy, joy, and poignancy—just like LEGO.
We tested the platform with storytelling.
Interactive OOH—MakeAStory—generates LEGO visuals based on keywords from word mash-up.
App—MakeTime—a game for parents and children to play together.
Social outreach—MakeAGram—responds to #kidsdrawings on Instagram.
Corporate Social Responsibility—MakeSomeGood—purchase of school-themed LEGO sets will donate actual items to schools in need.