LEGO ‘ADULTS WELCOME’

How we drove a deeper cultural connection with our adult audiences.

LEGO teamed up with Lofi Girl to connect with young adults who value creativity, mindfulness, and self-expression. As a cultural icon of focus and calm with millions of daily listeners, Lofi Girl provided the perfect platform to position LEGO as a tool for mindful play, bringing the brand into an always-on creative space and driving both cultural relevance and sales in the growing adult segment.

Have a listen and enjoy. 🎧

Role: Creative lead.