This year, Lego’s holiday campaign aims to encourage independence among young girls through imaginative play that Lego inspires.
Lego, who has been a leader in empowering young girls through their campaigns, has been challenged recently by rivals such as GoldieBlox, who is taking the lead in messaging girl empowerment. However, Lego hopes to retake ownership of this group this year with their most recent 60-second TV spot targeting young girls and their mothers mothers. Through research, Lego found that while boys tend to build in a more “linear” way, girls prefer a more personal, independent approach.
As a result, this year Lego’s campaign recognizes how girls play with Lego differently than boys do, showcasing the creativity they bring, and how mothers should encourage their daughter(s) to “keep building” with Lego. The ad is certainly uplifting and inspires independence and imaginative play among young girls. It suggests how girls are independent and like to “figure it out” on their own, but know that their mom supports them and will love anything they create. In addition to the TV spot, the campaign also offers a way for people to share their stories socially via #KeepBuilding. Lego also has a Pinterest board for creative inspiration of all the things you can build with Lego, which targets mom even more.