A shy mixel named Seismo stars in Lego's first Vine and Instagram videos

Seismo, a shy "mixel" with a penchant for stomping, is the star of Lego's first Vine and reappears alongside Flain to battle off the evil nixels in the toy maker's first Instagram video.

Lego is often cited for its trail-blazing digital work and its first foray into social video is no exception, as it uses the medium to perfect effect to reflect the creativity and versatility of the toy brand.

Brand: Lego

Client: Ambreena Budaly, social media marketing manager at Lego

Agency: 1000heads

Creative: Tim King and Robbie Dale

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Brands that forge an emotional tie are best protected from copycats
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1 Brands that forge an emotional tie are best protected from copycats

Forging an emotional tie with consumers is one of the strongest ways to protect your brand. Products can be copycatted, but the distinctive identity of a true brand can never be replicated argues Nir Wegrzyn, CEO of BrandOpus.

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