Is it play you're looking for?

LEGO | DENMARK
GLOBAL BRAND CAMPAIGN

PROBLEM & INSIGHT

As holiday wishlists fill with trending must-haves – play – the thing that truly creates connection, often gets lost. Parents don’t just want to buy gifts; they want ways to connect with their kids. The insight: play isn’t something to unwrap, it’s something to share.

CREATIVE CONCEPT

Reworking Lionel Richie’s iconic lyric into “Is it play you’re looking for?” – a musical celebration of connection through play was created. At its heart was a LEGO® Holiday Choir, a mischievous motley crew of minifigs led by festive icon Cataclaws, the CATalyst of holiday joy, bringing the spirit of shared play to life across film, OOH, social, and commerce.

MY ROLE – CONCEPT & IDEATION, ART DIRECTION, CREATIVE COMMERCE

BRAND EXPERIENCE

The campaign came to life through multi-market activations across retail, social and experiential touchpoints worldwide. In London, the Chalet of Play transformed the LEGO® flagship at Leicester Square into an immersive holiday destination, inviting families to build, play and connect together.

SOCIAL & COMMERCE CONTENT

Playful short-form films of the LEGO® Holiday Choir auditioning for their big holiday performance, complemented by animated Cataclaws moments spotlighting festive gift ideas across social and commerce.

RESULT

A fully integrated global holiday campaign activated across EMEA, the Americas and APAC, with hundreds of local market adaptations supporting a truly international rollout.