Campaign Experience Awards 2021: Outdoor Experience
Gold:
Lego House of dots – For The Lego Group
To celebrate the global launch of Lego Dots, flatter, colourful 2D-style tiles, XYZ worked with The Lego Group and designer Camille Walala to create the Lego House of Dots, an interactive installation for media and consumers to explore and unleash their creativity through play. Attendees could use Lego Dots in a quirky, bold and adventurous environment designed by Walala, with the experience located in London’s Coal Drops Yard.
It featured eight shipping containers recreating rooms from the average home but with a twist. Alongside a lounge, kitchen, bedroom, bathroom, there was a disco room and slide from the first floor down to the ground. Each space was decorated under Walala’s direction with a total of two million Lego Dots, taking visitors on a journey through colour and creative possibilities.
Each space has its own distinct identity, as a result of the imaginative use of the product across over 150m/sq of wall and floor space. The general public, local schools and community groups were invited to book slots via an online registration platform, with 26 markets securing PR coverage across print, digital and broadcast media.
Read more about the other nominees here
