Putting the fun into a functional, sustainable story
Brand & comms strategy · Advertising & creative · Social & influencer · Content & film
Three material innovations, three creative territories, and a science story told without a single boffin.
The Impact
The results.
3.4m
total reach on the Mass Balance story, with 141k engagements
1.9m
views in China, outperforming most commercial content, including F1
180k
LinkedIn reach — a strong 93k organic, boosted with paid support
Instagram performance came in above target, with the ‘Stepping on Bricks’ film surpassing results from Star Wars content
The story
How we did it
The challenge
Building with LEGO® bricks is great fun. Learning about the sustainable materials they’re made from sounds less so. The 2025 campaign had to land three stories - Mass Balance, arMABS and bioPE - for audiences ranging from curious kids to sustainability-literate professionals.
The strategy
Rather than one campaign, we built three creative territories, each with its own tone, format and platform logic. A longform film explained Mass Balance, humour-led social films carried arMABS, and bioPE showed up in the botanicals and minifigure accessories fans already love.
