The 2020 LEGO Holiday campaign brought to life a delightfully surreal universe featuring a fearless Princess Knight, floating grooms in white, a blue horse, and symbolic dance floors, capturing the boundless magic children experience through play. Set to the iconic and inspiring track “What a Wonderful World,” the film created a powerful harmony between Louis Armstrong’s gentle, nostalgic optimism and the wildly imaginative, joyful scenes crafted from children’s play. This highlighted a simple truth: kids don’t just see the world as it is—they see it as it could be.
Launched during a year marked by global uncertainty and physical separation, the campaign tapped into a timely insight: in 2020, play became more essential than ever. With families spending extended time at home, LEGO bricks became a source of comfort, connection, and creative escape.
The film celebrated how children and families come together to build, unbuild, and rebuild their own wonderful worlds—even when the real one felt unfamiliar. By pairing whimsical LEGO storytelling and humor with the emotional resonance of a classic song, the campaign reminded audiences that hope, imagination, wonder, and joy are things that we can always choose to create, as kids often do.
