Plants from Plants

LEGO launched an impressive line of sustainable, plant-based bricks and pieces. The new additions included botanical elements such as trees, leaves, and bushes, all made from plastic produced using sustainably sourced sugarcane. As the company's initial batch of plant-based elements went into production, I worked with Summerday Media to create a logo and key visual for the campaign. The logo incorporated playful elements from the new pieces, along with features like a rainbow. To highlight sustainability, we used a vibrant green. The focus of the campaign revolved around the concept of sustainable superheroes, encouraging users to incorporate the new pieces with existing bricks and create their own heroes, which they could then share through the website. The creative process was enjoyable, as we designed cool characters from the new elements and situated them in a visually appealing forest setting. The overall aesthetic aimed to evoke a sense of fun, sparking children's imaginations about the creative possibilities with these new pieces. The assets we created were utilised across various touchpoints and even featured in an exhibition stand at the National History Museum.