LEGO celebrates 50 years in Australia with ‘Festival of Play’ via Host and One Green Bean

Devised by One Green Bean and Host, the national initiative is made up of a series of digital, social and experiential events, all inspired by the iconic construction bricks. A dedicated website, LEGOfestival.com.au launches today and will act as the central hub of the campaign, hosting the latest news and activities scheduled for the Festival of Play. One of the first pieces of content, a 90-second video detailing the humble beginnings of the LEGO brick in Australia, launched today.

Commenting on the development and launch of Festival of Play, Caroline Squire, director of marketing, LEGO Australia and NewZealand said: “We’ve been really excited about this national initiative from the first time Host and One Green Bean presented the concept.  We can’t wait to celebrate the foundation of LEGO toys in Australia, with this innovative campaign designed to inspire and develop the builders of tomorrow. There’s no limit to the imagination and creativity that LEGO bricks inspire. The LEGO Festival of Play will celebrate the half century of one of Australia’s most loved toys, tapping into the nation’s fond LEGO memories to create new LEGO experiences, big and small, to capture the imagination of Aussies of all ages.”

Kat Thomas, One Green Bean, managing director said: “The LEGO brand is so intrinsically linked to fun and inspiration, the request to help them celebrate their 50th anniversary was a dream brief.  We collaborated with Host to build a campaign platform that has compelling, playful content right at the heart of it and we can’t wait to reveal some spectacular brand initiatives over the coming months.”

Bob Mackintosh, Host, Digital ECD added: “The LEGO brand has become loved by staying true to the one thing it values most: play. So it made sense to celebrate that somehow, and a festival seemed like a fun way to do it.”

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Media: Universal McCann