LEGO PLAY UNSTOPPABLE
FILMS
For many years, we’ve seen girls primarily as role-players when it comes to playing with our bricks. The truth is, like any other kid, they are daring and bold 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 that spans a diverse range of products to inspire girls around the world to tap into their creative potential from a young age. When they feel free and supported to create and play in the worlds they dream of, they become unstoppable women in the future!
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! Unfortunately, even today, such opportunities are still rare in the industry.
Agency
Our LEGO Agency/The LEGO Group
Creative Team
Rachel Le Feuvre
Agustina Lavignasse
Mya Rydman
Film Production
Blink Ink & Director Nina Gantz