A celebration of the spirit of Chinese New Year, the LEGO way

Responsibilities

• ROLE: Creative Producer

• CLIENT: LEGO

• PRODUCTION: MediaMonks

The work

Celebrating the country’s most important holiday, we produced a Chinese New Year campaign revolving around the festival’s most valued tradition: gifting. The campaign features a full CG video celebrating joy of giving the perfect gift. We combined the characteristic LEGO humour with Lunar New Year practices, creating comic storylines that feature LEGO characters alongside traditional street decorations and explosive fireworks. To really get people in the gifting mood, we also produced a WeChat minigame that challenged people to catch falling gift boxes to win a LEGO gift card.