Off the back of previously published sustainability targets, this campaign needed to maximise the value of a prototype launch to further establish the LEGO Group’s sustainability credentials with a non-technical audience.
The campaign combined clear language and engaging creative to explain the innovation and impact on sustainability in a human, honest way.
It identified and landed the story with critical media that would deliver reach, engagement, and set the right tone for the story.
It achieved 2.7k media mentions, and sentiment that was 100% supportive. The FT said that the announcement represented best in class corporate communications.