Lego Launches ‘Level Up Your Imagination’ Summer Campaign

    By Harold Henry - Aug 24, 2020
    Lego Launches ‘Level Up Your Imagination’ Summer Campaign

    Lego appointed Wunderman Thompson to handle the digital remit of their Summer Campaign, deepening the existing partnership between the brand and agency.

    The campaign, called “Level Up Your Imagination”, is Lego’s largest activation of the year, which encourages kids to step into meaningful play by elevating their creativity. To support the campaign, Wunderman Thompson Hong Kong created a mobile game and social media content that integrates with Lego’s larger in-market activation strategy. The campaign spans two markets – Hong Kong and Taiwan.

    The game is available exclusively on mobile via this link.

    Wunderman Thompson Hong Kong is currently Lego’s social media agency in Hong Kong and has supported the brand in past campaigns such as Brick at Home and Lego Vehicles.

    “Our relationship with Wunderman Thompson Hong Kong over the years has given us the confidence to entrust our biggest campaign of the year to them,” said Candice Wong, Digital Marketing & E-Commerce Manager, Lego® Hong Kong & Taiwan. “Our shared ambition is to reach out to more local kids, bringing them truly rewarding and stimulating play experiences that inspire their creativity and imagination.”

    “It’s incredibly rewarding to partner with one of the world’s most iconic brands, and to help take Lego® into the hands of children across Hong Kong who will treasure their experience of play and discovery,” said Matthew Parry, Managing Director, Wunderman Thompson Hong Kong.

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