The Challenge:
How can we reignite young adults' interest in LEGO, tapping into their childhood nostalgia and reintroducing it as a meaningful part of their adult lives?
The Insight:
For 19 to 25-year-olds moving into their first rentals, it’s essential to create a space that reflects their unique style - fun, modern, and expressive. Yet, with limited budgets, they often have to settle for bland, mass-produced decor that lacks personality and flair.
The Solution: LEGO Living Collection
LEGO Living was designed to bring creativity back into young adults’ lives, offering affordable, stylish decor solutions that let them build, customise, and make their spaces their own. Each piece in the LEGO Living collection blends nostalgia with modern design, at a price point that gives young adults the freedom to reimagine their spaces. From modular wall art to sleek, fashionable lamps, every item is as much an art project as it is decor - perfect for a generation that values both individuality and experience.
Deliverables:
- Digital (Pinterest, Instagram, Facebook)
- OOH
- Activation Campaign
Activation: Hidden Homes
LEGO Living presents Hidden Homes - miniature rooms hidden around Melbourne’s CBD, built from shrunken LEGO Living products. These tiny, customisable spaces show the power of personalised decor, hiding in plain sight. Follow the clues on social media to discover these hidden gems. Peek inside to see how LEGO Living can transform your space with stunning lighting, modular art, and on-trend designs.
For 19-25-year-olds looking to break free from cookie-cutter decor, Hidden Homes proves creativity isn’t just for kids - it belongs in your home.
Print Executions
Pinterest Mock-ups
