LEGO is known for bricks and play. But they’re not a player in the streetwear world. So when LEGO Wear decided to launch an exclusive range of adults clothes, we were tasked to drive demand for something they’re not known for. The aim of the campaign: to make the launch of this one off range a real ‘event’ for a whole new audience.
For the first time, LEGO Wear were targeting fashion-conscious young adults. We found they share a similar mindset with LEGO fans. They were brought up on LEGO. They have a latent affinity with the brand. They’re curious, interested in creative outcomes and don’t follow rules. Clothes are like LEGO building blocks for them: they see endless opportunities in a clothing rack.