Lego:
Adults welcome

Lego:
Adults welcome

Lego:
Adults welcome

Client: LEGO

Role: Idea, art direction, and creative supervision — plus the ones who could probably build the Death Star without a manual.

Format: Digital activations, social stunts, and brand partnerships.

We won the pitch to lead LEGO’s adult-focused communication in Russia. Easy part.

The hard part? Launching three campaigns in three weeks — each tied to a cultural holiday, with one shared goal: put LEGO on the wishlists of grown-ups.

Client: LEGO

Role: Idea, art direction, and creative supervision — plus the ones who could probably build the Death Star without a manual.

Format: Digital activations, social stunts, and brand partnerships.

We won the pitch to lead LEGO’s adult-focused communication in Russia. Easy part.

The hard part? Launching three campaigns in three weeks — each tied to a cultural holiday, with one shared goal: put LEGO on the wishlists of grown-ups.

Client: LEGO

Role: Idea, art direction, and creative supervision — plus the ones who could probably build the Death Star without a manual.

Format: Digital activations, social stunts, and brand partnerships.

We won the pitch to lead LEGO’s adult-focused communication in Russia. Easy part.

The hard part? Launching three campaigns in three weeks — each tied to a cultural holiday, with one shared goal: put LEGO on the wishlists of grown-ups.

Case 1:

Switch Off with LEGO

With Yandex.Market (kinda local Amazon), we launched a site that only worked… when the internet didn’t.

The longer you stayed offline, the cooler the LEGO reward.

Yes — a website that paid you to disconnect.
You're welcome.

Case 1:

Switch Off with LEGO

With Yandex.Market (kinda local Amazon), we launched a site that only worked… when the internet didn’t.

The longer you stayed offline, the cooler the LEGO reward.

Yes — a website that paid you to disconnect.
You're welcome.

Case 1:

Switch Off with LEGO

With Yandex.Market (kinda local Amazon), we launched a site that only worked… when the internet didn’t.

The longer you stayed offline, the cooler the LEGO reward.

Yes — a website that paid you to disconnect.
You're welcome.

Case 2:

Travel match

Valentine’s Day is when couples dream of getaways. So we partnered with Aviasales to test how travel-compatible they really were.

Users answered tricky “what-would-you-do” questions about foreign trips — separately. Then we revealed how well they matched… and suggested an Architecture LEGO set as the perfect low-risk destination.
Winners got the chance to snag real LEGO sets and flight tickets.

Case 2:

Travel match

Valentine’s Day is when couples dream of getaways. So we partnered with Aviasales to test how travel-compatible they really were.

Users answered tricky “what-would-you-do” questions about foreign trips — separately. Then we revealed how well they matched… and suggested an Architecture LEGO set as the perfect low-risk destination.
Winners got the chance to snag real LEGO sets and flight tickets.

Case 2:

Travel match

Valentine’s Day is when couples dream of getaways. So we partnered with Aviasales to test how travel-compatible they really were.

Users answered tricky “what-would-you-do” questions about foreign trips — separately. Then we revealed how well they matched… and suggested an Architecture LEGO set as the perfect low-risk destination.
Winners got the chance to snag real LEGO sets and flight tickets.

Case 3:

#LEGOHint

In Russia, women buy gifts for men on Defender’s Day — but gift ideas?
Not easy.

So we helped men drop a very public hint. Comment your dream LEGO set under our post, tag your girlfriend, and boom — your request appeared on Russia’s largest digital screen. Subtle? Not exactly. Effective? Absolutely.

Case 3:

#LEGOHint

In Russia, women buy gifts for men on Defender’s Day — but gift ideas?
Not easy.

So we helped men drop a very public hint. Comment your dream LEGO set under our post, tag your girlfriend, and boom — your request appeared on Russia’s largest digital screen. Subtle? Not exactly. Effective? Absolutely.

Case 3:

#LEGOHint

In Russia, women buy gifts for men on Defender’s Day — but gift ideas?
Not easy.

So we helped men drop a very public hint. Comment your dream LEGO set under our post, tag your girlfriend, and boom — your request appeared on Russia’s largest digital screen. Subtle? Not exactly. Effective? Absolutely.