A brief to help raise awareness of LEGO and to help distinguish it from its competitors.
Concept: A LEGO creation is something to be proud of.
Strategy: To sell promotional LEGO 'creative mix' packs. The three packs contain no instructions and a random mix of peices which means the emphasis is on the users creativity. Online platforms allow proud parents to upload images of their childs creations. The best creations will win prizes to heighten the childs sense of achievement and will also form a promotional print campaign.