Lego calls creative review

Lego is looking for an advertising agency to handle its UK brand campaign for 2013.

Lego...has worked with RKCR/y&R and McCann Erickson
Lego...has worked with RKCR/y&R and McCann Erickson

The children’s toy brand has been in direct contact with agencies to invite them to take part in a pitch, which is being run out of its headquarters in Denmark.

Lego has traditionally used agencies on a project-by-project basis.

In the past, Lego has worked with Rainey Kelly Campbell Roalfe/Y&R, which won the brand’s global advertising account in 2001, and McCann Erickson, which was appointed to handle its global strategy in 2000.

Lego’s most-recent advertising includes a 17-minute animated film that traces its origins back to a carpenter in 30s Denmark. The online video, created by Lani Pixels, was shared more than 27,000 times in seven days.

During this year’s Olympic Games, Lego released a Team GB-themed outdoor campaign. The work consisted of 35 executions, created by the agency Dazzleship, featuring Lego Team GB figures and a strapline wishing athletes good luck.

In April, the brand recruited the presenter Ben Fogle as the first celebrity face of its toy ranges in the UK for a social media campaign.

Fogle fronted "the great forest escape" online campaign for the brand’s Forest Police products, the latest sub-theme in the Lego City range.

Lego was involved in some controversy earlier this month because of a promotion it ran in The Sun. The brand was targeted by a group campaigning for The Sun to drop its Page 3 photos of topless models. The group produced a spoof image of a Lego Page 3 model.


Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.


Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

1 Grey London changes name to Valenstein & Fatt to promote diversity and tolerance

Grey London is making a statement against a recent surge in racism and nationalism by changing its name to Valenstein & Fatt, with the surnames of its two Jewish founders appearing above the agency's doors for 100 days.

Why Cosabella replaced its agency with AI and will never go back to humans

1 Why Cosabella replaced its agency with AI and will never go back to humans

In October, lingerie retailer Cosabella replaced its digital agency with an AI platform named "Albert". Since then it has more than tripled its ROI and increased its customer base by 30%.

Just published