It’s time to take a look at what brands are doing to capture our attention and what lies behind their success—namely, what we can take away from them.
Creativity is at the heart of the most successful marketing strategies, and the LEGO brand’s newest business venture is no exception. Having possibly outdone themselves this year, LEGO is showing us all what this lovely holiday is about with their new, imaginative, “biggest-ever” Christmas campaign. For the first time ever, the brand has featured a celebrity— and not just any celebrity but Katy Perry, one of the most influential singers and icons of the past two decades. In their newest video, the children were given creative control, and we see them excitedly building a vehicle out of LEGO blocks within a LEGO City design. Perry appears and rides a truck with the help of Iron Man through the children’s fantasy world while Star Wars ships glide through the sky, as the pop star sings her smash-hit “Firework.” The spirit of the holiday season is to spread joy, something that no one is too old or too young for, which LEGO demonstrates in having an adult who is an avid LEGO collector at the center of the children’s imagination. The Holidays bring people together the same way that many share a love for their product; LEGO presented their product as being accessible to all while still channeling this message through their main audience.