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