Legoland
How do you make a fun place like Legoland more interactive at street-level, especially for families with children? You let them play with Lego. Working with a tiny budget, we made something huge.
I created a special activation on behalf of LegoIand Toronto where pedestrians could interact with and take part in the campaign itself. In the middle of summer, we took over Dundas Square and invited people to add a square of lego pieces to the lego boards built into the largest bus shelter in Toronto. This shelter has 4 ad faces and stands on one of the busiest corners in the downtown core. Each ad face, built solely out of Lego pieces, depicted different activities and shows available at Legoland.
Awarded Bronze Media Innovation Award - Consumer Engagement
Services:
Art direction
Media:
OOH
Industry:
Entertainment
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