Raising awareness for LEGO imitations in the Chinese market through playful animations

Responsibilities

• ROLE: Creative Producer

• CLIENT: LEGO

• PRODUCTION: MediaMonks

The work

Battling the legion of imitation bricks on the Chinese toy market, we helped LEGO draw attention to the real deal through a PSA-like campaign. The humorous videos highlight the distinct design features of LEGO bricks through exploded-view animations of its most popular construction sets. During this animated disassemblance, slow-motion shots draw attention to the LEGO trademark embossed on the brand’s brick. We were responsible for the concept, (voiceover) script, animations and sound design which turned a serious matter into a light-hearted message rolled out across Tmall and WeChat.