LEGO – Fall 2025 – Nils-Petter Lövgren

LEGO has an existential challenge: the world is playing less. What was once a universal act of creativity and joy has become a casualty of growing-up. As kids come-of-age they’re turning their backs on ‘play’ and with it The LEGO Brand. We were tasked to develop a brand campaign for their annual Fall advertising moment with the objective was to boost coolness of play and the LEGO brand with older kids 9 – 12 years old.

This challenge required a reframe: it wasn’t just about building brand difference with kids, it was about building a ‘belief in play’ rallying cry for humanity. LEGO play is timeless, effortlessly cool and creative. To prove it, we partnered with Tom Holland who embodied that spirit in culture. We created a 2-minute short film where he played 10 roles, always choosing to Never Stop Playing. A full 360 campaign surrounded the film. The main films were directed by renowned director duo Los Perez. Music: AC/DC: High Voltage.