Lego shakes up imagination in unboxing spot

Kids shape up imagination in new Lego spot

Shaking up a present is usual for a kid, so when they get one that has great shaking sounds to the max, they smile and dream of great things. Lego takes that concept to the extreme with a new holiday campaign — 'Shake Up Imagination.'

Lego Systems, in a new unboxing spot by R/GA, demonstrates how the sound of Lego can spark imagination without even showing the product. Unsuspecting kids received unbranded, wrapped presents and were asked to guess what’s inside. They began shaking the gifts and recognized the iconic sound of Lego bricks. They then excitedly began imagining what they would build.

From double dinosaurs to flying boats, the brand showcased the magic of their product, just by the sound. "It goes from New York to the Bahamas," said one child about his ambitions.

See the spot by clicking the Creative Works box below.

Lego: Shake Up Imagination by R/GA

Added 30 October 2017
Agency: R/GA
Overall Rating
5/5 Vote

Kyle O'Brien

I am a reporter for The Drum covering a wide array of topics but always trying to tell the best stories possible. I am a former west coaster from California and Portland, Oregon, now living in Pennsylvania — with time spent in NYC each week.

I also play saxophone professionally.

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