LEGO X PANTONE

The Brief:
There wasn’t one! This was a self-driven, proactive piece of reactive work that came from being present online and understanding what’s trending and popular now.

Problem:
How to connect LEGO bricks to a world of art and design.

Response:
Staying connected to our product portfolio, meant as soon as I saw the ‘Pantone Colour of the Year’ 2023 was ‘Viva Magenta’ I thought,
SNAP! (dragon…)
It was very similar to our LEGO Flower Bouquet Snapdragon petal piece - so I knew we could be relevant in this conversation.
Through my understanding of our audience connection with our franchises, I knew that people also love the LEGO Botanical collection because they make beautiful display pieces that integrate well into their homes, connecting us to Pantones world of interior design,

The making of:
We had to jump on this quick as ‘pantone’ ‘magenta’ ‘colouroftheyear’ was trending, so I pulled together a concept, worked with a designer to make a selection of beautiful designs, and got it approved and delivered before the day was over!

Some top comments:
"ugh, I love the set in this picture. I need more Lego flower sets in my life"
"I have the bouquet set made up in a vase in my sitting room!  Everyone asks about it"
"I LOVE LEGO FLOWERS"

The following year the ‘LEGO Botanicals’ collection was a main focus for the agency and business.

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