If you happen to be walking around London, don’t be surprised if you trip on a blue, orange or green block on the streets. And if you do, don’t be angry – read what it says on them and you’ll see that the blocks are from LEGO, and, quite frankly, no one can stay mad at LEGO.
Agency DLKW Lowe has made this campaign in order to promote the LEGOLAND Windsor Resort and its new season that features a new hotel and its mini breaks offering. The ‘billboards’ are a foot high and made out of LEGOs. People who spot one of the advertisements are encoureged to take a picture and send it via Twitter with the hashtag #legolandminibreaks, and if you can’t find one of the blocks, you can check out where they are in the city, here.
So there you have it – one of the worlds smallest billboard campaigns, that also refers to the, genuinely small, core product of the brand – the LEGO brick, at the same time encouraging social interaction, being a very nice and simple yet effective use of outdoor advertising, and simply – bringing up a smile on our faces. Well done!