The Ask To familiarize the LEGO brand to new builders, reintroduce LEGO to experienced builders and encourage family play.
The Solution During the summer, our road crews aren’t the only ones on fun-filled adventures. Many families often jump in the minivan or SUV to head to that summer vacation destination. Using the theme of road trips, we created LEGO activities, challenges and interactions throughout the US. Play areas were divided based on products/activities loosely based on common road trip signs and activities.
Role Conceptual Development / Creative Ideation / Design Execution / Presentation Development & Delivery