LEGO Inspiration Wonderland set out to challenge parent’s perception of play and to extend the reach of LEGO’s Children’s Day campaigns. Parent’s upon entry were asked to complete a short quiz on the MiniApp, asking them how they view play and what they associate with various LEGO builds and ideals. At the end of the journey the parents would answer the same association question again, this time with a LEGO word cloud appearing in Star Square displaying the general perception of play. Exploring the preconceived value of play in the beginning, exemplifying the importance of play throughout the space, and finishing with an opportunity to reflect on how perceptions have changed.
We attracted many thousands of people, engaged more than 100,000 people with different experiences. Sending out the LEGO brand message “Free play” and creating new play advocates.
CHILDREN'S DAY
LEGO is a long standing tool for self-expression, creativity, and creation. Children’s Day became the perfect opportunity to challenge the notion of ‘play’ and demonstrate the value of structured and unstructured play with LEGO to skeptical parents.
Client
LEGO
Year
2021
Free play and structured play are equally invaluable to developmental growth and problem-solving. This dichotomy enabled us to offer a 'quest for creation'. Visitors used our 'mini program' to navigate from touchpoint to touchpoint — Inspiration Wonderland Entrance, Monkie Kid, Creation Racing, Wonder Zoo, Workshop, Friends Playtable, Space Creation, Star Square. Each touchpoint came with a building challenge, creating a structure for play while not stifling creativity. Once a challenge was complete, the visitor received a digital stamp to unlock part of their Quest Map, an 8x8 base plate for them to build a star, Chinese character, an animal, or whatever their heart desired.
The quest came to an end at the final touchpoint — Star Square — a co-creation space for visitors' quest creations to live on together for the entire event. With the quest map, 8x8 base plate creation finished, visitors, placed their creations into the star scanner and watched as their physical build was recreated brick by brick digitally across the night’s sky. This final moment celebrates free play and creativity while providing a canvas for everyone’s individual creations to live on.
Creative Director
James Worsham
Design Director
Diego Wu
Account Director
Tina Xu
Account Lead
Vivid Dai
Art Director (Print)
Danning Tang
Digital Designers
Van Nguyen, Aki Chen
2D Designers
Danning Tang, Fei Su, Keith Chan
3D Designers
Martin Ma, Norman Yan, Wyn Wang
Digital Production
Aki Chen
Development
Iain Greenhalgh
Production
Jim Chiu, David Zheng
The Team ::