The Art of Consistent Brand Storytelling: LEGO’s 2022 Holiday Campaign
Telling a brand story using digital channels and being consistent in that storytelling is a challenge all brands face. That story must be told seamlessly across all channels, digital and traditional. LEGO’s 2022 holiday advertisement is a compelling example of how a brand can successfully engage its audience through digital content while staying true to its overall brand story and message.
Engaging Content That Resonates
The LEGO 2022 holiday campaign, titled “Build a Playful Holiday,” features a heartwarming narrative where children and adults come together to create magical holiday scenes using LEGO bricks. What engaged me about this specific piece of content was its ability to evoke nostalgia and the joy of creativity. The ad doesn’t just show LEGO sets being built; it immerses viewers in a world where imagination takes flight, and the holiday spirit is brought to life through playful construction.
Here’s the video for reference:
Detailed Analysis of the Ad Content
The ad begins with children and adults interacting with LEGO bricks, symbolizing the beginning of a holiday adventure. The narrative is driven by children who are handed creative control behind the cameras. They build, unbuild, and rebuild what the holidays mean to them, steering away from the typical picture-perfect holiday imagery. Instead, they design a playful vehicle to deliver presents, highlighting that play, not perfection, brings people together during the holiday season.
The film shows children navigating their way and overcoming obstacles using play, emphasizing the importance of creativity and imagination. This narrative is rooted in cultural insight, supported by LEGO’s research indicating that 84% of children wish they could play more with their parents. This finding reinforces the campaign’s message that play is essential for family bonding and holiday joy.
Katy Perry’s involvement adds a layer of excitement and relatability. Her participation is not just a celebrity endorsement but an active part of the story, engaging with the children and enhancing the festive atmosphere. Perry, a known LEGO fan, brings authenticity to the campaign, and her hit song “Firework” backs the advert, reinforcing themes of self-empowerment and confidence.
The campaign also includes digital and in-store wishlists for children and the #BuildToGive initiative, encouraging families to build LEGO creations and share them on social media to donate sets to children in need. This initiative aims to give a record-breaking two million sets to children in hospitals, children’s homes, and vulnerable communities, further aligning with LEGO’s mission of inspiring and developing the builders of tomorrow.
Storytelling vs. Message Pushing
This content excels in storytelling rather than pushing a message. Instead of overtly promoting products, the ad tells a story that pulls viewers in. It showcases the limitless possibilities of what can be built with LEGO, emphasizing creativity and togetherness. The narrative is driven by the experiences of the characters, making it relatable and emotionally engaging. This approach aligns perfectly with LEGO’s brand story, which has always been about inspiring and developing the builders of tomorrow.
Shareability of the Content
I believe this content is highly shareable. The emotional appeal, combined with the universal theme of holiday joy and creativity, makes it something that people would want to share with their friends and family. It resonates on multiple levels — nostalgia for adults, excitement for kids, and a shared love for building and imagination. The visual storytelling is compelling and captures the essence of the holiday season, making it a piece of content that viewers would gladly spread across their social networks.
In conclusion, LEGO’s 2022 holiday ad is a brilliant example of how digital content can be used to tell a cohesive and engaging brand story. It aligns perfectly with LEGO’s overarching message of creativity and play, drawing viewers in with a compelling narrative rather than pushing a direct sales message. This approach not only engages the audience but also enhances the shareability of the content, making it a successful piece of digital storytelling.
What are your thoughts on the effectiveness of this campaign? Do you agree that it fits well within LEGO’s brand story? Share your opinions and let’s discuss!
Reference link of the campaign from LEGO website:
https://www.lego.com/en-hk/aboutus/news/2022/october/holiday-campaign-2022?locale=en-hk
