Lego Campaign:
Swear to Have F**

OVERVIEW:

A “risky” Lego campaign targeting 20-27 year olds by playing with (almost) explicit copy after people step on Legos. Stepping on Legos is a universally painful experience. By taking this pain and injecting it with humor, it created an opportunity to launch a hilarious and shocking campaign into Lego’s generally all-age appropriate reputation. This campaign targets “Hooked-by-Humor" millennials, aka, 20-27 year olds who grew up playing with Legos and championed the rise of internet meme culture. They have a childhood affinity for legos, financial means to purchase new collections, and would be entertained and excited at Lego going riskier and utilizing gag humor. The visuals of the campaign draw stylistically from old school cartoons, pop art, and comics to integrate a feeling of nostalgic and childish fun that falls in stark contrast to the explicit adult copy.