Poor weather turns Lego stunt into a rainforest

Heavy rain in Sydney put a slight dampener on an experiential campaign by Lego, in which a pop-up forest was made out of the famous toy bricks at Martin Place.

Lego is celebrating its 50th anniversary in Australia with a campaign based on the idea of a ‘Festival of play’ that launched last week.

The pop-up forest is the first phase of an experiential campaign that is to run for nine months.

The Lego forest consists of 15 ‘pine’ trees four metres high, and 15 flower sets, recreated to a 1:1 scale of the original toy pieces.

The agencies behind the campaign are Host and One Green Bean, which launched the festival with an ad that tells the story of how the first Lego brick arrived in Australia.


  1. rob
    18 Apr 12
    1:39 pm

  2. got to wonder about the efficacy of these stunts, rained out or not.

    today is the last day of the Easter Show, why the hell isn’t this LEGO rainforest right out the front of the showground entrance to catch the 10s of thousands of kids at the show, you know, the people who use the products.

    harassed martin place workers and shoppers seem to be a key target audience for many marketers for some strange reason.

    are these stunts designed to reach people who are going to buy the products, or are they expensive additions to a press release to try to elicit a bigger response from the media?

  3. Marie
    18 Apr 12
    1:43 pm

  4. My sources tell me we will see some channel 10 news coverage of this… Very cute idea!!

  5. JDB
    18 Apr 12
    2:10 pm

  6. I think the author needs to learn how to use scales. 1:1 LOL

  7. Dragon
    18 Apr 12
    2:10 pm

  8. Martin place seems a strange location – go to where the kids are Lego not stressed out office workers!!!

  9. Anna
    18 Apr 12
    2:21 pm

  10. Dragon – I would have thought stressed out office workers might like a Lego forest to brighten their day!

  11. mumbrella
    18 Apr 12
    2:23 pm

  12. Looks great though, doesn’t it? (I never thought I’d get to say that about a marketing event in Martin Place)

    Tim – Mumbrella

  13. Richard
    18 Apr 12
    2:27 pm

  14. In “Ripping Yarns” Tomkinson built a 1:1 scale model of an ice breaker for a class project. He failed too.

  15. Heather
    18 Apr 12
    2:30 pm

  16. @ Rob, of course it’s about generating media exposure! If they wanted to sell to kids at the Easter show, they’d open a stall. Reach a few thousand children accompanied by harassed parents at the easter show, or reach millions through the power of telly, print and online? I know what I’d be doing…

  17. parala
    18 Apr 12
    2:32 pm

  18. Meh, an activation in Martin Place is the PR go-to when you’ve run out of other ideas

  19. Stutter man
    18 Apr 12
    2:34 pm

  20. Said it once. said it twice. said it a thousand times.
    What would Sydney advertising do without Martin Place?
    its the Manly Daily of experiential marketing.

  21. SJ
    18 Apr 12
    2:34 pm

  22. @Rob – one of Lego’s recent strategies has been to market to 25-40 year age bracket, who were kids in the 70s & 80s when lego was (arguably?) at its peak. This target market are now buying toys for their kids, and like the nostalgia factor of lego… plus, it’s still fun to play with as an adult, and now they can afford the big pirate ship that mum & dad couldn’t buy back in the day.

  23. Sue Lee
    18 Apr 12
    2:58 pm

  24. I think lego is awesome and at least these are big enough so they’re not stepped on mistakenly followed by a barrage of expletives.

    Easter show probably would have been a better target market, however, Martin Place is the backdrop of Channel 7 so maybe it will get some free publicity through their windows?

    And office workers may have a bit more liquid funds to splurge on toys

  25. rob
    18 Apr 12
    3:51 pm

  26. @Heather i expect the Easter Show will gain a fair bit of press coverage today as well, being the last day for the year and all, so you not only get coverage that way by locating out the front, but also put the products in front of tens of thousands of people who you know make toy purchasing decisions…….the latter not a guarantee at Martin Place, especially when washed out.

  27. JJ
    18 Apr 12
    3:52 pm

  28. Strickly for PR value. Kids in Martin Place? Hmmmm

  29. Patrick
    18 Apr 12
    3:58 pm

  30. Just walked thru Martin Place…pissing down and nary a 6 yo or a hassled office worker to be seen!

  31. Christine
    18 Apr 12
    4:48 pm

  32. Can anyone tell me if its staying in Martin place for a few days or has it already come down. Lego is fantastic my kids have sooo much it isn’t funny, My Husband kept all of his lego from his childhood & now our kids have added that to their collection.

  33. Andrew Bolt & Gina Rinehart's Love Child
    18 Apr 12
    4:51 pm

  34. At least they aren’t wasting their money on advertising.

    ANYTHING but that.

  35. Kezza
    18 Apr 12
    8:08 pm

  36. @SJ and @ Sue Lee – not many spare funds lying around for ANZ workers these days….

  37. Social House Media
    18 May 12
    10:13 am

  38. This looks like fun!