LEGO Happy Holiplay is a global digital social campaign that engages young and old all over the world in a new kind of play with the well known LEGO bricks.

Objective: To create positive attention around the LEGO brand and get people to have fun together with LEGO during December 2012. And notably without promoting specific products or season presents.

Strategy: Adding an extra layer of imagination to playing with LEGO through a simple digital campaign. The LEGO brand and its products are all about creativity and imagination. With Happy Holiplay we encouraged and challenged people to take their imagination one step further and share the results via digital media.

Results: The campaign ran for three weeks and LEGO fans from 119 countries participated actively by uploading pictures to the campaign website. The campaign films have had more than 150.000 views on YouTube and comments, likes and shares on LEGO’s Facebook page have been overwhelming.

Campaign website:

Phase 1 video:
Phase 2 video:


Creative Director: Thomas Pries
Art Director: Rasmus Høgdall
Client Service Director: Claus Leinø
Planner: Paul Hertz
Design: Bas Meister
Creative Technologist: Morten Barklund
Web Development: Rasmus Schlünsen, Sanne Didriksen
Backend: Mads Sülau

Konstellation 2012

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