Help Us Build Geniuses

Project Overview

The client, LEGO, in partnership with the Plan International foundation, sought to launch a social impact campaign in Colombia. The objective was to reinforce LEGO's core mission 

 —"Inspire and develop the creators of tomorrow" — 

By connecting its brand values (creativity, education) to a tangible cause. Our task was to design a campaign that not only drove participation but also communicated a powerful meta-message: "Stimulate minds for a bright future".

Services Provided

• Social Impact Campaign Strategy
• Creative Concept & Slogan Development ("Help Us Build Geniuses" )
• Buyer Persona Development
• Key Visual & Poster Design ("Geniuses" Series)
• Advertising Copywriting
• Promotional & Donation Mechanic Development
• BTL Activation Event Concepting

Strategy Breakdown

We began with a deep dive into the LEGO brand values and its audience. We developed a detailed buyer persona ("Samuel" ), a Colombian father passionate about his children's education and creative development.

The strategy centered on a simple and powerful donation mechanic: "For every piece purchased, you will donate one dollar to the Plan foundation". This donation was tied to a concrete goal: delivering 100 Lego Mindstorms kits to schools in need, thus materializing the "Help us build geniuses" slogan. The campaign visuals reinforce this idea by connecting children (Valentina, Camilo, Nelson) with iconic geniuses (Dalí, Einstein, Musk), suggesting that potential lies within every child.

Results Achieved

• Successfully launched the CSR (Corporate Social Responsibility) campaign uniting LEGO and Plan International.
• Created a clear and direct donation mechanic, linking purchases to a tangible social benefit (100 Mindstorms kits).
• Reinforced LEGO's brand values of Education, Creativity, and Innovation with its target audience.
• Designed a memorable visual identity that humanizes the concept of "genius."

Tools & Technologies Used

• Adobe Illustrator 
• Photoshop

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