The 2021 LEGO Brand Holiday campaign celebrated the unstoppable creativity of kids’ imagination, set to the iconic Queen track “Don’t Stop Me Now.” Built on the insight that the holidays are when children’s imaginations run at full power, fuelled by free time, festive excitement, and the promise of new LEGO sets, we wanted to show adults the incredible worlds kids naturally create when given the freedom to build, unbuild and rebuild.
The resulting brand film brought these limitless ideas to life: fire-breathing firefighter dragons, cars riding ferris wheels, stormtroopers fighting killer bees, a cactus receiving a heartfelt balloon hug—each scene a playful reminder that when kids build, they don’t just follow instructions; they reinvent the world. The film showcased LEGO toys as catalyst for this boundless creativity, championing the message that a child’s imagination, once sparked, cannot be stopped.
The campaign generated strong industry buzz and was featured in Ad Age, Little Black Book, and named Ad of the Day by The Drum. It also made the shortlist for Animation and Media Category in D&AD 2022.
