Lego's Campaign Brief

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Lego Campaign Brief: Endless Possibilities

Lego's Tone of Voice

I created this list of 50 words to help me determine Lego's tone of voice. The words endless, building, fun, and imaginative stood out to me and I wanted to incorporate this into the campaign headline.

Define the Problem

Lego has been a popular brand amongst children for decades but has recently increased popularity in their complex sets made for young adults. To remind current Lego fanatics of where Legos started with their simplified sets and colorful blocks, we present the Endless Possibilities Campaign. Through the Endless Possibilities Campaign, we will help Lego share inspiring stories through different mediums to reach parents and show that children can use their imagination from Lego play sets to turn their dreams into reality.

Target Audience

Parents

Campaign Headline Ideas

Build Your Dreams

Unlimited Possibilities

Endless Fun

Set For Life

Building Memories

These were a few of my initial ideas for a campaign headline until I decided to combine Unlimited Possibilities and Endless Fun to create Endless Possibilities.

Final campaign name

Endless Possibilities

Body Copy

Lego creates endless possibilities for children to build their imagination! Ever since Brianne was little, she loved baking pastries and desserts with her mom. Brianne’s favorite gift growing up was a bakery Lego set where she could play as the bakery owner! Brianne’s dream came true as she now owns a successful bakery! Lego inspires children beyond their play sets and turns their dreams into reality.

Creative Deliverables

Billboard