Adult Fans of LEGO (AFOLS) are a very real thing. But why are most grown-ups so reluctant to pick it up? This campaign was designed to help them see that actually, LEGO could be the thing to help them chill out and might be the missing piece in their stressy, hectic lives.

A multi-channel campaign using OLV, social, digital and in-store influencer led activation. highlights were partnering with iconic anime chilled out character ‘lo-fi girl’ and an in-store activation - ‘LEGO LATES’ for grown-ups that encouraged adults to try building after hours, We even created music made from LEGO sounds to help anyone and everyone find their flow. And relaaaaaaax.