The purpose of this assignment was to create and design promotional campaigns for LEGO. Rather than focus on a specific LEGO product, I decided to highlight the long term benefits of playing with LEGO from a young age.
"LEGO believes in equal opportunity for all and is dedicated to building a more diverse future. As we move forward, LEGO is looking to inspire more women, BIPOC and LGBTQIA+ youth to become the next world leaders"
Once I had an idea of the direction I wanted to take, it was off to the drawing board. We did a few different concepts but this was the one that I felt most passionate about.
In May of 2021, The LEGO Group announced their Everyone is Awesome campaign and set. This campaign’s goal was to celebrate diversity and inclusivity.
The Building Future World Leaders campaign is an extension of the Everyone is Awesome campaign that focuses on the long-term benefits of playing with LEGO. There is evidence that children who play with LEGO from a young age can think more creatively and develop better fine motor and spatial reasoning skills — all of which are important skills in S.T.E.M fields
The S.T.E.M fields as well many other fields of work, are still male dominated and as we move into the future, The LEGO Company is looking to inspire more women, BIPOC and LGBTQIA+ youth to join these fields. By highlighting their potential early, LEGO believes they can create a more diverse future.
The focus for each the designs is the illustrated LEGO figures indifferent work attire. In a child’s eye, a LEGO figure can be anything: a pilot, a doctor etc. Similarly to the way a child views a LEGO figure with limitless possibilities, this campaign’s goal is to highlight the endless potential within every child.
Each design has a soft, muted yet playful colour palette which isvisually appealing and ensures that no attention is taken away fromthe design.
As for the type, Effra was used throughout the entire campaign because of it’s playful and modern appearance. This choice connects to The LEGO Company’s core values which are fun, creativity and of course learning. In addition to this, using a simple typeface such as Effra, doesn’t distract from the focal point — the LEGO figures.
