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Shayla Johnson
LEGO - Innovation
The Ask
Create a powerful campaign that appeals to teenagers and rebuilds their relationship with the LEGO brand on their terms.
The Situation
Generation Z values brands who follow environmentally friendly practices. They are more likely to support brands that reflect and share their same personal beliefs.
The Challenge
Teens do not care about LEGO anymore. The drop off is a result of teens upgrading to new and less 'child like' interests such as fashion, music, and sports. LEGO needs to show teens why they should value LEGO.
The Insight
Generation Z wants to contribute to creating sustainable solutions, yet, they are not being given the tools to do so. They feel trapped in a world that is all talk and no action.
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They have grown tired of greenwashing - a practice brands use to frame their operations through the lens of sustainability, yet fail to follow through. These teens want to support brands that are authentic and are actively providing solutions they can be involved in.
The Target
Generation Z teens who already prioritize sustain and attend Green Ribbon Schools (US) or Eco Schools (Internationally).
The Strategy
Rebuild the world by repurposing LEGO bricks.
The Concept
The LEGO Lab: A sustainability initiative that collects and melts LEGO bricks, and other ABS plastic items, to be used as filament to produce 3D printed items designed by creatives.
Gen Z Statistics
93% believe companies need to fully commit to issues
85% more likely to buy a product if it is environmentally friendly
60% want brands to value their voice and opinion
46% have very strong affiliations to specific brands
Donation Station
LEGO Lab Design Station
Print Ad
Donation Station
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The Team
Severin Didriksen - Strategist
Danielle Johnson - Experience Designer
Jessica Fatherly - Experience Designer
Shayla Johnson - Creative Brand Manager
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