LEGO Playday

Putting LEGO’s purpose to work

The challenge

How do you inspire and equip 15 change-makers from around the world to deliver LEGO’s biggest annual purpose driven event? Bring them all together in one place to explore the outer edges of immersive event design and inspire them to bring this to life in their market and encourage social sharing.

Our approach

  • 1. Inspire

    We inspired and equipped 15 change agents from around the world to create their own 1-day Playday in their regions. We did this by running an event and inviting speakers from the cutting-edge of immersive experience – Secret Cinema and the Department.

  • 2. Create and test

    We co-created an immersive experience to be delivered in market. The teams tested their Playday ideas on local school children, who decided on the winning idea. The teams then iterated this idea into the final Playday.

  • 3. Celebrate

    Captured change stories to recognise and celebrate change and drive momentum.

  • “You truly are pros in your field and we love working with you. The co-creation workshop was the biggest experience for me in many years and I loved every second of it.”

    Morten Houborg Andersen, Senior Project Manager,

    Play Day, Social Responsibility and Engagement

What we learned

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