DK appoints Albion to help celebrate the 35th anniversary of the Lego Minifigure
DK has appointed Albion, following a non-competitive pitch, to help celebrate the 35th anniversary of the Lego Minifigure. The publisher of illustrated reference books for adults and children has tasked the agency to launch ‘Lego Minifigures Year by Year A Visual History’ – a new book that features the many thousands of minifigures created since 1978, including some very rare and sought-after examples – in October. Albion’s work will focus on a digital marketing campaign, which reinforces DK’s wide knowledge of LEGO minifigures and their place in popular culture. Jason Goodman, CEO of Albion, said: “We are absolutely thrilled to be working with DK, one of the UK’s leading publishers, particularly around the launch of its new Lego book. This has been an absolute gift of a brief and our creative team has relished the opportunity to deliver a digital campaign that will create a real buzz in the Legocommunity and beyond. We’re sure that fans, new and old, will be sitting up to take notice when it comes to the launch.” Shirley Henry, director of marketing and PR at DK, added: “Lego minifigures capture a special place in many people’s hearts from children to adults...Our brief was to create a campaign that would resonate equally with adult fans and children, drive online engagement and most of all serve as a celebration of our association with Lego– we’re confident that their [Albion's] work will do just that.” The campaign, set to include shareable video content, online PR, and a blogger outreach programme, looks to reaffirm the publisher’s position as one of the UK’s leading Lego curators.