BACKGROUND:

The LEGO Group aimed to shift brand perception among adults, from a toy company to a facilitator of relaxation and creativity.  

Our way in was to partner with relevant players in the music industry to amplify this message authentically.  

The objectives were to reach new adult audiences, redefine LEGO's relevance, and assess engagement potential with new partners. 

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CULTURAL CONTEXT:

Cultural context was key here as we wanted to reach out to audiences who were new to the LEGO brand as adults – we needed to find tools they used and spaces they occupied that might converge with our key message: LEGO building is a great tool to relax, unwind and find your flow in this crazy stressful adult life. 

Leveraging the popularity of lo-fi music proved to be a great starting point, with its soothing sounds that bring communities together - lo-fi livestreams are known for having some of the most uplifting comment sections on the internet, with thousands of people flocking to the live chat to support each other whilst working, studying or relaxing. When we created “Rhythm & Bricks”, a new, experimental genre fusing the recognizable sound of LEGO bricks with beats to provide the ultimate soundtrack for stressed builders, they had to be lo-fi.  

And who better to partner with to amplify this message on a global campaign than great artists like Tom Misch and the biggest lo-fi channel in the world? LoFi Girl has an engaged audience across multiple channels, with at least 13 million YouTube subscribers, and with 90% of the audience aged between 18-44, it was a perfect match. 

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IDEA: 

"Rhythm & Bricks" is a unique audio experience. Through capturing the distinctive sounds of the LEGO building process, we created a unique LEGO sound library. Collaborating with lo-fi music producers, known for their soothing 70-95bpm rhythm conducive to relaxation, we utilized LEGO brick sounds as musical instruments.  

This innovative fusion enabled global artists to blend lo-fi melodies with brick beats, birthing an entirely fresh genre of music. 

Whether listeners are building their favorite LEGO sets or simply unwinding after a long day, the music of "Rhythm & Bricks" offers a sanctuary—a calming and creative experience that transports you to a world where stress fades away, and imagination takes center stage.  

So whether you're relaxing at home or getting creative with LEGO, "Rhythm & Bricks" offers the perfect soundtrack for your chill vibes. 

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RESULTS:

The results were incredible in reaching our objectives: