Lego is encouraging everyone to gift the ‘superpower’ of play this Christmas with the latest instalment of its three-part ‘Play Is Your Superpower’ campaign.
Developed by its own in-house agency in collaboration with Droga5 Dublin, the creative aims to ‘bring a new dimension’ to festive family moments in a bid to transform the ‘ordinary into extraordinary’.
Through ‘Play Is Your Superpower, the toy brand will look to encourage adults prioritise play for the children in their lives, helping them thrive now and in the future regardless of their interests. Play has been found to build creativity, confidence and problem-solving abilities.
“For over 90 years, the Lego Group has unleashed creativity and imagination in kids. We believe that creative experimentation through play helps unlock ‘superpowers’ – such as confidence, creativity and communication – and that these skills benefit children for a lifetime,” Lego Group chief product and marketing officer, Julia Goldin said.
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“For our Holiday campaign this year, we wanted to show that Lego play can turn the ordinary into the extraordinary, enabling children to reimagine and rebuild their world through play. What better thing to gift than the superpower of play?”
Running globally, the integrated campaign will be pushed out via TV, digital, out-of-home, cinema, PR, influencer, social and e-commerce throughout the festive period.
Droga5 Dublin chief creative officer, Jen Speirs added: “When we first met our Superkids, they had a big job to do… to show the whole world that play is a superpower. Now they just get to let loose in a full-on, snowball-covered celebration of supercharged LEGO play.
“In a series of epic, action-packed films, they’re here to show us that LEGO is the ultimate gift to choose this holiday season, because it brings people of all ages together, sparks creativity, fuels passions – and brings a whole new level of fun and surprise. A superpower indeed.”
