BUILD IT BREAK IT

Brief
Launch the new DUPLO Construction range with a social-first campaign that could travel beyond owned channels.

Response
LEGO created an original song to promote the range, and alongside building the social launch, I pushed to get the track onto major streaming platforms. To celebrate the release, we launched #SeeingDuplo - a social campaign inviting audiences to recreate famous album covers using DUPLO.
The idea leaned into music culture and remix behaviour, encouraging participation and shareability while giving the product a playful role in a familiar social format.