The holiday period poses a crowded marketplace for the LEGO brand, where diverse cultural celebrations compete for attention amid declining physical play. Screens dominate family time, sidelining brick-building creativity during what should be peak gifting moments. The challenge was to cut through the holiday season and boost sales during this crucial period.

We created a new, ownable Holiday character for the LEGO brand, that worked across different cultures and markets. This global campaign introduced the world to Cataclaws, Santa’s sidekick, a mischievous brick-built cat who crashes the most magical time of the year to remind everyone that there’s nothing more important than playing together during the holidays. The campaign included TV, social, OOH, a 1 hour ASMR fireplace video and spectacular 3D OOH. The main film was directed by renowned directors Alaska.

Media:

TV, Youtube, Facebook, Instagram, other online media and LEGO group’s own media

Markets:

Global

Agency:

Our LEGO Agency

Role:

Art / Creative Director