LEGO

LEGO Festive 2023

A festive installation at Gateway, creating a playful Christmas environment with interactive family-focused moments.

Client: LEGO
Type of work: B2C, Brand Activation, Experience Design, Toys
Delivered by: Jawbone: strategy, production, logistics, operations and experiential under one roof.

The story

The Challenge

LEGO® tasked us with creating a festive mall activation that would increase brand visibility during the holiday season and encourage families to engage with the brand while visiting Gateway Theatre of Shopping.

The solution

We created a festive LEGO® 'Gift The Superpower of Play' experience built around quick, interactive touchpoints that could easily fit into a shopper's journey. The activation included escalator branding, Christmas character installations, a snowman build station, a Gift Finder experience, 360-degree content capture, festive selfie moments, and prize mechanics.

Guests could build their own LEGO® snowman, capture branded content, participate in competitions, and engage with the brand through a series of simple festive activities. The result was a highly visible Christmas campaign that brought LEGO® into the heart of the mall during the busiest retail period of the year.