Start Off Big
This campaign is the story of relatable toddler learning moments in all of their hilariously wild glory and the learning that can be transformed (literally!) through play with LEGO Duplo. While developing EQ and IQ skills, every toddler can Unlock Skills and Start Off Big.
Client
LEGO Duplo Marketing
Team
Annie Zadie, Aaron Zimroth, Rudi Anggono Daniel Trejo-Serrano, Amy Kelly, Adam Patch
Production
Edisen, Electric Factory
Phase 1: Design Study
The brief: elevate the Duplo brand to stand out in the “learning through play” category through design, color, and photography while staying true to the LEGO brand.
Updated look + feel
The design team pitched an update to the LEGO Duplo brand that used color, photography, type and icons to elevate the brand.
Clean word mark
Highlighting the brand tagline in a clear, bold way creates a sense of hierarchy and elevates the brand message.
Illustration + Icons
The best part about DUPLO: the cuteness. Illustration allows for colors and expression to pop while building on the iconic flat color DUPLO bricks.
Phase 2: Brand Campaign
Telling the stories of toddler mayhem that leads to big moments of learning through play. This global campaign was launched in 2 phases, spanned digital, social, and print, and was the most successful DUPLO Brand campaign to date.
Skills Unlocked
In this campaign, we see real life scenarios dialed up for humor and filled with preschool fun. We know that sometimes kids have to learn the hard way and this snapshot captures the tension of the moment where learning something new took a slight left turn.
Key Visuals
Photos were used to build key visuals for digital and print platform. These visuals were custom built to highlight the moment of oversized fun brought to life with LEGO Duplo bricks.
Art Direction
These stills bring fun and play to life by highlighting LEGO Duplo sets, capturing moments of play, and lean into brand attributes.
Paid Media
Traditional conversion assets use messaging around the social and emotional benefits to help parents find which set is perfect for their unique builder.
Lifestyle + Product Photography
To align with the updates to the brand and design, new lifestyle photography brings our OLV stories to life with bright lighting, brand colors, and joyful expressions.
Social Approach
More and more, parents are leaning on social platforms as a tool for inspiration and fun. The LEGO Group took advantage of our organic following and the unique LEGO Family page to go beyond just showing off our sets and kick off learning through play.
Organic Posts
Using Instaram, Pinterest, and Facebook, the LEGO Family channel provides play-starters, games and stories, and a variety of simple ways that make learning through play accessible to all.
