LEGO PLAY UNSTOPPABLE
CAMPAIGN
For many years, we’ve primarily seen girls as role-players when it comes to building with our bricks. The reality is that, like all kids, they are bold, daring, and imaginative creators. In 2024, it was time to communicate with them in a more empowering way and encourage them to unleash their latent creativity.
So, we launched a campaign featuring a wide range of products designed to inspire girls around the world to unlock their creative potential from an early age. When they feel free to explore and build the worlds they imagine, they’re not just playing — they’re shaping the unstoppable women they’ll become.
We know that girls don’t play with just one toy at a time, and we wanted that to be reflected in the films. They create worlds and stories with whatever they have on hand, so we used mixed media to capture that imaginative spirit.
This campaign was built by women from various creative fields, including film direction, music, creative development, strategy, and production. An (almost) entirely female team worked together, combining their talents to show girls that they can create anything! Sadly, opportunities like this are still rare in the industry today, but we’re proud to be part of the change.
Agency
Our LEGO Agency/The LEGO Group
Creative Team
Rachel Le Feuvre
Agustina Lavignasse
Mya Rydman
Film Production
Blink Ink
Academy nominated director Nina Gantz