Joyful Focus

Initiative

Agency: LEGO

The LEGO Group is one of the most beloved brands in the world, however it’s soaring success amongst children has alienated many adults who think the brand “wasn’t for them”. So when we saw sales rise amongst adults, we had to find out why. After conducting a comprehensive quant & qual research study, we created Joyful Focus, a campaign where we pivoted from building bricks to managing mindfulness to reconnect with an adult audience.

Mindfulness wasn’t just the message, but underpinned our entire approach to media. Our research identified the ultimate stress-relieving media environments and formed the foundation of an addressable audience of stressed adults we could target programmatically, bringing mindfulness to millions of adults by getting them hands-on with their passions using LEGO bricks.