LEGO

DOT YOUR WORLD


Outdoor Installations

The campaign around the product is a call to action for consumers to “Dot Your World”, a prompt to add color and vibrancy to everyday objects and spaces. In tandem with the overarching #DotYourWorld marketing campaign, LEGO engaged us to safely deliver moments of surprise and delight in the real world, with five unique outdoor installations across Fall 2020.

We were asked to reimagine the world through whimsical twists on the familiar that pique curiosity and force a closer look. Rolling out over seven weeks across North America (Toronto, NYC, LA, SF, and Chicago), individually-curated installations of LEGO Dots appeared in everyday environments, injecting a pop of color and joy to the world.

5 Unique Installations // 7 Weeks of Activations // 1,758 Build Hours // Viewed by 693,703 People // 1,758,379 Dots // 73,679,592 Media Impressions



Featured on TimeOut, AMNY, The World News, LEGO Marketer of the Year on AdAge


︎︎︎ Role: ACD / AD
︎︎︎ ECD / CW: Dan Carter
︎︎︎ Strategy: Stefan Tauber
︎︎︎ 3D / DD: Pavel Golovkin
︎︎︎ 2D: Steve Quested
︎︎︎ Agency: Set Creative
︎︎︎ Model Shop: LEGO Model Shop




Canoe Landing Park, Toronto: Even the mayor visited! Situated in the heart of downtown Toronto, Canoe Landing Park and its namesake red canoe by artist Douglas Coupland provided a quaint location for LEGO’s #DotYourWorld installation. The installation of 281,896 Dots took 250 hours to create, taking over the interior of the canoe with a mosaic design complemented by a “lake” and branded paddle. Domino Park, NYC: Along the Brooklyn waterfront, Domino Park and its larger-than-life Syrup Tanks (dating back to the 1950s) provided the scenic backdrop for LEGO to place its next #DotYourWorld installation. Each of the tanks were wrapped in custom-made casings at varying heights, designed as an abstract reflection of the Manhattan skyline across the East River. The casings were made of 1,065,275 Dots and built over the course of 970 hours. Rodeo Drive, Beverly Hills Using tension panels, the mosaic pattern of 47,771 Dots in green, gray and gold (designed to evoke the patterning of a luxury brand) accented both the backdrop of the fountain and the intermediary space between the steps, creating a vibrant wash of color. It was enjoyed by 450,424 of visitors throughout the twenty days. Pier 39, San Francisco Acting as a 12 foot tall gateway to outdoor fun, the beautifully dotted LEGO Rainbow welcomed visitors to enjoy the sights of the pier over the course of fourteen days. From far away, the Rainbow’s facade looked like a seamless arrangement of colors. Up close, viewers could see that it was created from 207,360 Dots - an undertaking of 167 hours to build. West Loop, Chicago: For the fifth and final #DotYourWorld installation, LEGO® brought the beautiful work of Bradley Theodore to the West Loop, one of Chicago’s most vibrant neighborhoods and a hot spot for murals and street art by emerging artists. Located at the intersection of West Randolph Street and Halsted Street, the mural (built from 156,077 Dots across 271 hours) represents two creative realms: Zen (a calm inspired by lighter, serene color-ways) and Energy (bold, bright and fun) played out through the Unicorns and the Starburst motif realizing a piece of art that symbolizes unity, optimism, self-expression, playfulness and creativity.