Valentine's Blooms for All
LEGO | DENMARK / GLOBAL
BRAND CAMPAIGN & ACTIVATION
PROBLEM & INSIGHT
In a world of predictable Valentine’s clichés and mass-produced gestures, people crave more playfulness and individuality. With 83% of people seeking experiences that deliver personality and joy — the top emotion people want to feel — we saw an opportunity to re-imagine romance through moments of genuine connection.
CREATIVE CONCEPT
We redefined Valentine’s Day by blooming against convention — expanding Valentine’s Day beyond romance to celebrate every kind of meaningful relationship. Valentine’s Blooms for All invited audiences to branch out, using LEGO® Botanicals to turn traditional gifting into a playful, buildable expression of creativity and connection.
MY ROLE – CONCEPT & IDEATION, DESIGN, AND ART DIRECTION ACROSS CAMPAIGN
BRAND EXPERIENCE
To bring our Valentine’s campaign to life, we created Le Florist — the world’s most playful florist. A custom LEGO® Botanicals truck toured cities globally, as a mobile billboard, pop-up florist, and hands-on build space. Partnering with creators along the way, bricky bouquets were delivered directly to the streets, creating joyful, shareable moments that brought the campaign to life both offline and online.
SOCIAL CONTENT
Short-form delivery films from the Le Florist tour, sharing moments of surprise and connection across global cities.
INFLUENCER DELIVERIES
CREATORS BECOME LEGO FLORISTS
EXPERIENCE REELS
RESULT
Global campaign rollout across EMEA, APAC & Americas — live across 100+ markets through digital, retail, and experiential channels.
PR & COVERAGE