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.