Proving play is ageless with Rankin Creative and Mischief PR.

Social creative
Concept creative
Interview hosting
Copy & Tone of Voice
OOH

LEGO’s 90th anniversary wasn’t just a milestone of survival; it was a moment to double down on the brand’s core belief: play is a fundamental human need. While the brand had spent years expanding its adult-focused product lines, the challenge was to move beyond the plastic brick and celebrate the visceral, lifelong benefits of the act itself.

LEGO’s 90th anniversary wasn’t just a milestone of survival; it was a moment to double down on the brand’s core belief: play is a fundamental human need. While the brand had spent years expanding its adult-focused product lines, the challenge was to move beyond the plastic brick and celebrate the visceral, lifelong benefits of the act itself.

THE WORK

Photography became the primary medium because it allowed us to strip away the artifice and focus on the human joy of play. By documenting 90 individuals between the ages of 1 and 90, we showcased the inclusivity and accessibility of the product through the lens of those who use it.

We delivered the creative from pitch to final assets, everything from the initial concept to the on-set interview content ensuring the stories went beyond a single image.

THE RESULTS

The project formed a pillar of the brand’s biggest-ever global campaign, rolling out across more than 25 countries. It achieved significant cultural cut-through by pivoting from a product-led anniversary to a human-led celebration, securing full-page features and a massive earned media footprint.