Lego Fearless
This award winning case study was built on the insight that children process their real life fears through play. Lego fights childhood anxiety and stress by allowing kids to do what they have always wanted.
SMASH, BREAK and DESTROY!
Case Study
Awarded 1st prize by the RMIT IAC (Industry Advisory Committee), this campaign was backed by one crucial insight.
In a world where kids are often overwhelmed by their own imagination and parents are busier than ever comes a problem. How can kids find a structured process to understand their "negative" emotions on their own. Our research found that kids use play as a means to understand the world and interact with these stresses in a manageable environment.
We took this interesting insight and turned it into a campaign for Lego. Where kids can face their fears and... well... smash them! This is Lego Fearless
Alastair Langsford (Strategy and insights), Jacob Mullins (Copy), Chloe Rogers (Art Direction), Bella Illiovski (Art Direction)