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Lego launches festival of play to celebrate 50th year in Australia

Host and PR agency One Green Bean are behind a new campaign for Lego to mark the toy brand’s 50th anniversary in Australia.

The campaign is built around the ‘Festival of Play’, a nine-month push to encourage kids and adults to celebrate through play.

A dedicated website LEGOfestival.com.au goes live today, as does a 90-second video that tells the story of how the first Lego brick arrived in Australia.

Between April and December this year, Festival of Play will be further brought to life through outdoor, print, digital, social media and PR. Monthly calendar initiatives will run in support, with a first activation to launch on Wednesday of this week.

Caroline Squire, Lego’s director of marketing for Lego Australia and NewZealand said in a press release: “We’ve been really excited about this national initiative from the first time Host and One Green Bean presented the concept. We can’t wait to celebrate the foundation of Lego toys in Australia, with this innovative campaign designed to inspire and develop the builders of tomorrow.”

Credits:

  • Creative Concept: Host and One Green Bean
  • Project Management: One Green Bean
  • Brand Identity: Host
  • Digital:  Host
  • PR: One Green Bean
  • Community Management: One Green Bean
  • Media: Universal McCann
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