CHALLENGE:
To make a CSR advertising campaign that brings LEGO to vulnerable kids across the country. LEGO customers are encouraged to donate old LEGOs instead of throwing them away, and win points in the store.
IDEA: BRICKS FOR SMILES
Is not just about bringing LEGOs to kids, it's about bringing smiles on their faces as well.
the process of making... a smile
the smiles :)
key visuals
key visual 2
key visual 3
key visual 4
We launched the campaign in store and invited influencers to come with their LEGOs in a special box we sent them
The invitation to the event was made to resemble the LEGO instructions
We also branded the in store check-out desk and used it as a media space
Client: LEGO
Agency: Sunday Morning
Creative Director: Alexandra Hreniuc
Art Director: Miruna Anton
Copywriter: Ana Lazarovici
Account Manager: Carmen Nicu
