LEGO ‘ADULTS WELCOME’

How we convinced our adult audience that LEGO is more than a toy, driving conversion.

LEGO’s “Find Your Flow” campaign repositions the brand for adults by tapping into the booming mindfulness market. With 93% of adults feeling stressed and 86% saying play helps them unwind, it uses a sensorial, ASMR-inspired approach to showcase the sights, sounds, and tactile pleasure of building as a calming alternative to traditional wellness activities. The campaign invites grown-ups to see LEGO as both a source of relaxation and a premium hobby, driving engagement, in-store visits, and sales among higher-spending consumers.

Role: Creative lead.