Lego Duplo gets its first Aussie-made campaign

Lego has launched its first locally-produced advertising campaign for preschool brand Duplo.

Airborne has led the creative on the new campaign, built around the notion of ‘Big bricks for little hands’.

The creative agency has produced three 30-second TVCs, three 15-second versions and a 60-second in-store clip. The campaign is supported by out-of-home, press, digital, search and mobile.

Airborne worked on the campaign in collaboration with fellow IPG Mediabrands agencies UM and Reprise Media, as well as PR and social agency One Green Bean.

Caroline Squire, director of marketing for Lego Australia and New Zealand, said: “Being a global brand, we need to ensure that we deliver a product range, campaign elements, creativity and messaging that resonates and engages with Australian and New Zealand families of preschoolers.”

Scott Player, managing director of Airborne, added: “This is a huge push that is also designed with flexibility to optimise aspects of the campaign as it unfolds and results start to come in.”

And Henry Tajer, executive chairman of IPG Mediabrands, said: “The new Lego Duplo campaign has been a major undertaking, but with such high degrees of collaboration by all the communications skills sets, taking the campaign to market will focus on results for Lego Australia and not be distracted by inter-agency logistics.”

CREDITS:

Client: Lego Australia; creative agency: Airborne; creative director: Kristy Player; creative stragety/copywriting: Andrew Sidwell; art direction/design: Kristy Player, Gillian Moran, Carrie Voldengen, Ashleigh Iorfino; account director: Rowena Vas; group account director: Harry Preston; managing director: Scott Player; production and post-production: Brightworks; media: UM Sydney; PR: One Green Bean 




Please login with linkedin to comment

Latest News

Scroll Media Recruits Costa Panagos From Twitch
  • Advertising

Scroll Media Recruits Costa Panagos From Twitch

Digital publisher network Scroll Media has employed ex-Amazon Twitch gaming executive Costa Panagos (lead image) to strengthen its Scroll Gaming capability. Panagos is highly experienced in game advertising and media sales professional with two years in account management at Twitch and three years in media sales at News Corp, so will bring his extensive media agency […]

Year13, Microsoft & KPMG Australia Launch AI Course For Gen Zs
  • Technology

Year13, Microsoft & KPMG Australia Launch AI Course For Gen Zs

School-leaver service Year13 has launched a new Artificial Intelligence course to upskill young people in AI, made in collaboration with Microsoft and KPMG, at an event to rally industry support behind youth AI fluency. The free online course AI Amplified which is part of Year13’s Academy aims to provide all young people with the opportunity […]

General Motors Snares Heath Walker From Scania
  • Advertising

General Motors Snares Heath Walker From Scania

General Motors has announced the appointment of Heath Walker (lead image) as the new marketing director for GM Australia and New Zealand, effective April 23, 2024. Walker brings a wealth of marketing and communications experience gained from working across various industries, including IT, sporting, and auto – notably Tesla, Nissan and most recently, Scania in […]