Why is this work relevant for Direct?

When stress and anxiety levels rose during the pandemic period, daily digital consumption was at a high as adults were seeking relaxation and mindfulness resources online. The LEGO Group wanted to meet stressed-out adults where they are and offer a new way to relax, by turning nostalgic sounds of LEGO bricks into a form of audio relaxation device. Therefore, we targeted music streaming platforms and social media channels to connect with our audience and offered the LEGO White Noise album, soundscapes designed to enable listeners to find a moment of zen and enhance their building experience.

Background

LEGO building is widely associated with creativity and fun; but there is a growing adult audience turning to LEGO play as a mindfulness activity. With the launch of the new LEGO Botanical Collection franchise, a new decorative line designed for adults who wish to bring a touch of nature into their homes to destress and relax, we needed to disrupt the conventional LEGO message and speak to this group of adults in a new and relevant way. In addition, we had to reach new audiences through new channels for The LEGO Group and decided to enter the audio space with The LEGO White Noise album.

Describe the creative idea (30% of vote)

The sounds of LEGO bricks are both iconic and incredibly nostalgic. We associate them with childhood memories, the sound of kids playing in another room, or simply the quiet contemplative joy of building a new set by yourself. As more adults are turning to audio as a form of relaxation or mindfulness, we decided to turn the sound of LEGO bricks into audio tracks that could be used to promote calm.

Describe the strategy (20% of vote)

Over the past few years, more and more adults have been turning to LEGO building as a form of mindfulness. Besides the tactile experience of LEGO bricks, we discovered that part of the relaxation experience comes from sound. Given the growing trends in audio consumption during the pandemic period, we identified this as the right space and medium to connect with stressed-out adults. Therefore, to promote calm on music streaming platforms, the LEGO White Noise album featured 7 meticulously crafted soundscapes that were designed to help the listener relax and focus.

Describe the execution (20% of vote)

This campaign was crafted to not only launch alongside the release of the new LEGO Botanical Collection franchise, a decorative nature-inspired line that promotes calm, but also intentionally timed to capture the Valentine’s Day season. However, instead of typical Valentine’s wishes to loved ones, the campaign focused on self-love. Across digital and social platforms, the campaign content invited users to take a break from scrolling and enjoy the moment with the sounds of LEGO bricks. The LEGO White Noise album coupled the right product and the right timing, this allowed for organic amplification of the overall campaign message.

List the results (30% of vote)

Over 1 million streamed. Over 8 million impressions across social media platforms.