client. LEGO®
brief. Digital campaign, LEGO.com, Social (IG/FB Stories, Reels), Display, Newsletter programme
role. senior art director
Six product categories. One challenge: make a books sub-brand feel as imaginative and playful as LEGO itself — without looking like a catalogue.
A metaphorical LEGO Library — where stacking books told the multi-category story, and every execution invited people to open one. Animated IG/FB Stories where books spin to reveal category content. Instagram Reels cycling through all six categories. LEGO.com banners. Display ad storyboards. Monthly newsletter campaigns. One idea, one brand, every platform natively.
Six categories, one campaign system, consistent performance across every placement simultaneously.
As the main homepage banner, we’ll be able to let all shoppers know about this hidden gem category.
But we also added navigation icons to help them find LEGO® Books with homepage navigation
We created book-focused newsletters to spark interest and keep LEGO® Books front and center. Sent monthly, these emails highlight standout stories from each category — helping fans discover new favorites and stay inspired all year round.
We also created animated display ads designed to help shoppers discover the full LEGO® Books collection or dive into specific categories that match their interests.
These targeted ads appear on book retailer sites and interest-based platforms, ensuring LEGO reaches the right audience at the perfect moment. They’re also built to be easily refreshed and repurposed throughout the year for key occasions like Spring Break, Easter, Mother’s & Father’s Day, Summer Holidays, Back to School, and Christmas.
We've also brought the LEGO® Library to life with animated social stories — making the experience more fun, dynamic, and interactive for viewers.
These animations invite audiences to explore all six book categories
or can be tailored into shorter, single-category stories for more targeted moments and audiences.
We’ve repurposed our IG/FB Stories into Reels to strengthen our always-on strategy, giving us more content to engage a broader audience.
In the Awareness phase, these animated Reels are designed to grab attention quickly, showing viewers there’s so much more to the LEGO® brand they love, starting with the world of LEGO® Books.
Featuring LEGO® Books on the LEGO® Insiders page helps boost visibility and drive awareness among loyal fans.
It also brings a great opportunity to inspire more purchases by creating a dedicated LEGO Books program within Insiders where kids can collect digital stamps every time they get a new book, turning reading into a rewarding adventure.
