90 YEARS OF PLAY
Celebrating 90 years of the world’s most playful brand by shooting 90 LEGO lovers from 1-90 years old to show that play is ageless.
“To play is to be in the world. Playing is a form of understanding what surrounds us & who we are and a way of engaging with others. Play is a mode of being human."
- Dr Miguel Sicart, Play Scholar & Author.
Featuring Peter Crouch, Ellie Goldstein, Dominic Grant and more alongside competition winners, the campaign reached over 450 million in national earned media and ran OOH nationwide - kicking off the Lego 90th birthday celebrations with a bang!