Lego Holiday Campaign ‘22
In 2022, Mischief owner Riley had the honor of working on set with Lego as they, in partnership with Stink Films USA, produced a holiday commercial that successfully blended nostalgia, pop culture, and an empowering message. The commercial featured Katy Perry's hit song "Firework" and showcased the versatile and imaginative nature of Lego products.
Lego's objective for the 2022 holiday season was to strengthen its brand affinity, drive sales, and tap into the emotions associated with the holiday season. The company aimed to leverage a popular song and a renowned celebrity to create a heartwarming and inspirational commercial that resonated with both children and adults.
Client Information
Client: Stink Films USA and Lego
Campaign: Lego Holiday Campaign ‘22
Credits
Director: Traktor
Executive Producer: Fran McGivern, Mungo Maclogan
Cinematographer: Toby Irwin
Key Elements
Song Choice: Lego's decision to use Katy Perry's "Firework" was pivotal to the commercial's success. The song's uplifting lyrics and anthemic melody aligned with Lego's message of self-expression and creativity. The word "firework" metaphorically tied into Lego's ability to spark imagination and innovation through its building blocks.
Creativity and Innovation: The commercial brilliantly intertwined creativity with innovation. It began with a children building a model of a present delivery vehicle. The transition from the model to the life-sized Legos highlighted the brand's core values of creativity and play.
Celebrity Involvement: Katy Perry, a global pop icon known for her vibrant and energetic performances, lent her voice and presence to the commercial. Her universal appeal and positive image aligned seamlessly with Lego's message. The commercial showcased her enthusiasm for building with Legos, bridging the gap between entertainment and play.
Inclusivity and Empowerment: Lego's commercial celebrated diversity and inclusivity. It depicted individuals of various ages, backgrounds, and abilities coming together to celebrate with these imaginative structures. This portrayal reflected Lego's commitment to fostering a sense of belonging and empowerment.
Visual Storytelling: The commercial used a combination of live-action sequences and computer-generated imagery (CGI) to create a visually stunning narrative. It showcased intricate Lego constructions that came to life, symbolizing the magic of bringing ideas to fruition.
Emotional Resonance: By invoking emotions associated with the holiday season and personal growth, the commercial forged a deep connection with viewers. It captured the joy of creative expression, the warmth of family bonds, and the excitement of discovering new possibilities.
Conclusion
Lego's 2022 holiday commercial featuring Katy Perry and her song "Firework" exemplified the power of combining creativity, pop culture, and innovation. By adeptly leveraging these elements, Lego created a heartwarming and memorable campaign that resonated with a broad audience. The commercial's success not only enhanced Lego's brand reputation but also highlighted the enduring value of creative play and self-expression during the holiday season.
