Lego brings Santa’s little helper with a side of nostalgia via Adshel’s Christmas campaign

Lego’s taking us all back to the good old days with their latest Adshel Christmas campaign. The elves are back, cuter than ever, but with an added twist! While it’s admittedly hard to miss the characters on the posters, the Adshel team have worked to bring added interest to this years campaign.

Commuters are being treated to Adshel shelters stuffed to the brim with Lego pieces – 10,000 to be exact. Over the last few days some of the pieces have been removed to show half the message ‘Have a’. The following few days the ad has revealed ‘Have a Merry Christmas’ as well as the top of the elf cap. Soon the full message will be revealed including the call to action and elf visible by all. 

The call to action pushes audiences online direct from the shelter byencouraging audiences to search ‘Santas Little Helper’. This searchterm takes customers to a minisite where the elf takes the fuss out ofChristmas shopping by matching a child to a Lego product based on a fewidentifying characteristics.

The campaign aims to increase awareness of the Lego brand heading intothe Christmas period – one of the busiest for children’s toys and wasconceived by Universal McCann, McCann Erikson and Adshel.

The Special Build Create campaign is supported by a medium weightposter campaign concentrated to the Eastern Seaboard. The campaign canbe viewed from the 6th -13th of December.