The LEGO Group has released a 30-second film to remind everyone to gift the superpower of play this holiday season.
This film is the latest and final installment of the three-part Play Is Your Superpower campaign, which showcases how the LEGO play experience brings a new dimension to festive family moments and encourages adults to prioritize play for the children in their lives.
“For over 90 years, the LEGO Group has unleashed creativity and imagination in kids,” says Julia Golden, Chief Product and Marketing Officer at the LEGO Group. “We believe that creative experimentation through play helps unlock ‘superpowers’ — such as confidence, creativity, and communication — and that these skills benefit children for a lifetime. For our Holiday campaign this year, we wanted to show that LEGO play can turn the ordinary into the extraordinary, enabling children to reimagine and rebuild their world through play. What better thing to gift than the superpower of play?”
LEGO’s Play Is Your Superpower campaign, released in September, told the story of how the corporate world became enlightened to the merits of play by seeing its impact through the eyes of six adventurous children. This festive follow-up follows the super kids back on their mission to unleash creativity and spread joy through play.
The film was produced in collaboration between the LEGO Group’s creative agency, Our LEGO Agency (OLA), and award-winning agency Droga5 Dublin, part of Accenture Song. An epic snowball fight between neighbors shows the superpowers that play brings to those of all ages, with kids and adults alike encouraged to embrace and get involved in the fun. LEGO gifts are at the heart of the action, as the film includes references to popular LEGO franchises such as LEGO DREAMZzz, LEGO Technic, LEGO NINJAGO, LEGO Star Wars, LEGO Friends, and LEGO Disney.
“In our Play Is Your Superpower campaign, our amazing hero kids showed the world that play is critical to powering everyone’s potential and that it can unlock a superpower that lies within us all,” says Nic Taylor, Senior Vice President and Head of Our LEGO Agency. “Through surprising twists in our Holiday campaign, our festive film continues to demonstrate the transformative power of play, and more specifically, how LEGO play is a gift that everyone will love.”
This fully integrated global campaign will run across TV, digital, out of home, cinema, PR, influencer, social, and e-commerce during the holiday season. Alongside the film launch, the LEGO Group will be unleashing a playful holiday through instore and digital retail and shopper activations, including bringing the film to life for consumers in New York and London with interactive experiences at the flagship Fifth Avenue and Leicester Square stores.
“When we first met our Superkids, they had a big job to do…to show the whole world that play is a superpower,” says Jen Speirs, Chief Creative Officer, Droga5 Dublin. “Now they just get to let loose in a full-on, snowball-covered celebration of supercharged LEGO play. In a series of epic, action-packed films, they’re here to show us that LEGO is the ultimate gift to choose this holiday season, because it brings people of all ages together, sparks creativity, fuels passions — and brings a whole new level of fun and surprise. A superpower indeed.”
Running alongside the holiday campaign is LEGO’s seventh annual #BuildToGive initiative. #BuildToGive is designed to encourage children and families globally to build a LEGO heart in order to give a LEGO set to a child in need. Once built, share on social media or LEGO Life using the hashtag #BuildToGive before the end of December. This initiative will give 1.5 million children across the world in hospitals, children’s homes, or vulnerable communities the chance to play this holiday season.
