Lego - Peace by Piece

About the project

In a world of distractions, LEGO sets for adults offer a focused, hands-on, mindful activity. A creative recharge. A zone of zen. A place to find your flow. A campaign meant to rediscover the joy of play, through the timeless, and therapeutic experience of building with LEGO. The primary objective for this campaign was to connect with adults who may be seeking a respite from the chaos of daily life. By utilizing the tagline Peace by Piece, we emphasize the notion that playing with LEGO can bring about a sense of peace. Mindfulness is the art of being present in the moment.

Selected to appear in the Advertising Annual 65, the November issue of Communication Arts.