The LEGO Group has built its brand helping generations of young children play. Today’s generation are playing more in digital spaces, which creates a need to not just help them play, but to do so safely.
Focus on the parents and help them view conversations with their kids about digital safety as enjoyable rather than difficult.
Strategy
Creative
Film
Social
Studio
Translation
The LEGO Group had previously designed long-form learning content under the theme of ‘Build & Talk’, but engagement levels had fallen short of expectations. So, they created a new set of bite-sized content packs.
‘Build & Talk Adventures’ presented the digital world as simply a mirror of the physical one. Children love to explore, but there are always things they need to be aware of and it’s the role of parents to communicate that. Not to make those elements scary, simply understood. The way parents have always explained things to children to keep them safe.
