lego advertising plan
For our final Advertising Management project, our team developed a comprehensive campaign for LEGO Spain, aimed at repositioning the brand for adults aged 25–54. The goal was to increase awareness of LEGO’s adult-oriented sets by 25% over nine months through an integrated media plan combining digital, outdoor, and cinema advertising.
Our campaign, “Work Hard, Play Hard,” invited busy adults to rediscover LEGO as a mindful, creative outlet — a way to relax, recharge, and reconnect with their inner child through hands-on play.
challenge
The key challenge was overcoming LEGO’s strong association with childhood. Despite its popularity, the brand struggled to engage an adult audience who often viewed LEGO as “too childish” or time-consuming. We needed to shift this perception and position LEGO as a wellness-driven, design-oriented hobby that fits into modern adult lifestyles.
process
Our process began with an in-depth situational and competitive analysis of the Spanish toy industry, identifying a clear opportunity in the adult leisure market. We then defined a psychographic-based target group of 6.9 million adults and developed user personas to guide our creative approach.
The campaign strategy combined immersive OOH activations, such as LEGO-wrapped metro cars, themed seats, and QR-enabled MUPIs, with digital storytelling through AR billboards, social media ads, and Google search campaigns. We complemented this with data-driven KPIs to measure engagement, sentiment, and behavioral change.
Ultimately, our campaign reimagined LEGO not just as a toy, but as a form of creative self-care for adults seeking meaningful, screen-free play