Challenge:
How does LEGO maintain its incredible brand equity in a climate of hostility towards large-scale plastic producers?
Strategy:
Comprehensive transparency, sharing every detail of Lego’s sustainability story and leaving no brick unturned.
Inside:
All the stories and all the science. How they’re using sugar cane and recycled marble, how they’re steadily reducing the amount of virgin materials used through Mass Balance. How there’s still a long way to go. Simple, honest and above all easy to understand – because all the stories are told with Lego.
Out:
LEGO is different. The real problem with plastic is single or limited use. LEGO bricks don’t get thrown away, they get passed on from parent to child and often onto grandchild because 60 year old LEGO bricks are still strong and fit.
Results:
Films scored 90+ across all metrics in Kantar AdLink test.
Organic posts averaged 95k views on LinkedIn and 400k views on Instagram with engagement levels 50-60% above client target (based on the average of their posts)
Links:
https://vimeo.com/951487011/630b332252
https://vimeo.com/1049979827/8e1e5338c5
https://vimeo.com/1056418363/2566cf3f96?tq=#t=28
https://vimeo.com/1049980170/51c7c93b3c
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