Bringing space to earth: Lego ANZ’s out-of-this-world campaign

When mysterious crop circles appear in a field, you probably wouldn’t expect toy company Lego to be responsible.

Knowing that 70% of children want to travel to space, Lego Australia and New Zealand asked long-time partner Thrive PR and Communications to come up with an out-of-this-world idea to draw attention to its latest Space range.

Thrive’s response was to build a crop circle in a field in regional New South Wales, using some of the country’s highest profile space-loving talent, including Kiwi Vaughan Smith of ZM fame as well as astrophysicist Kobi Brown, Steph Luck, Karstan and Maxine. The campaign also included a partnership with Australia’s first astronaut, Katherine Bennell-Pegg.

“We couldn’t take kids to space, but we had an ambition to bring space to earth,” says Thrive Executive Director, Claire Basire.

Seen from space

Despite being told the idea was impossible, Thrive, along with event partner Sold Out Events, found a viable crop field in small town, Narromine.

The crop circle spanned 50 metres in diameter and was large enough to be seen from space, creating speculation in media and online and even a series of conspiracy theories until Lego ANZ owned up to the stunt.

“The technical and logistical considerations are not obvious,” says Basire.

“Those with a keen eye could discern that the crop circle drew inspiration from the iconic Lego Minifigure, with scaled dimensions of a Lego Minifigure hand and head forming part of the geometric design which was perfectly accurate to meet global brand guidelines.”

Rebuild the world

Justine McKenny, LEGO Australia and New Zealand Marketing Director, says the campaign aimed to evoke feelings of exploration and wonder, bringing kids to space in new and exciting ways.

“We have a unique opportunity to educate and entertain kids so have crafted this campaign to do just that. We wanted to see space through children’s eyes and create a launch pad for their wildest imagination. By all accounts, we’ve achieved that!

“The LEGO Group’s brand mission ‘Rebuild the World’ challenges us to think differently and create inclusive play opportunities for all the world’s kids. Taking this approach in the launch of LEGO Space in ANZ allowed us to embrace bold storylines, creative and narratives that Thrive helped us bring to life with stellar results.”

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