Corporation Pop creates Lego DM piece to promote Sandbox
To promote Sandbox, the new workshop facility for the University of Central Lancashire (UCLan), design company, Corporation Pop is using Lego bricks in an effort to attract leading business heads to a university workshop facility.
The Lego DM piece in the shape of the UCLan media factory building known as Sandbox will be sent to chief executives and HR directors from 500 of the UK’s biggest businesses.
Using state of the art technology and Lego Serious Play, Sandbox provides a facilitation space that enables businesses to solve problems. Corporation Pop created the Lego mailer to attract large companies who may be looking at organisational change.
A total of 35,700 Lego bricks were purchased for the project and each direct mail piece is cellophane wrapped with tear tape, bearing a hand written label on the outside.
Within the box is a folded information leaflet printed in three colours on a highly tactile stock. The front of the leaflet bears a stylised graphic of the building which enables the viewer to make the connection between the box and the Sandbox building. The brackets are used again as a typographic device to hold the headings on the leaflet. Each piece will be delivered by courier to ensure it reaches the intended recipient.
Dom Raban, corporation pop’s creative director, Dom Raban, explained; “The brief from Sandbox was to develop a promotional tool that wasn’t corporate in its approach and could be shared amongst a team as well as be innovative and challenging. We needed to communicate the workshop’s business value to attract key decision makers through the door.
“One of the methods Sandbox applies uses Lego to encourage participants to express their thoughts on management structures. By building a Lego box in the shape of the Media Factory we create an eye-catching and unusual mailer that encourages the user to play rather than throw away the piece.”
Corporation Pop won Sandbox following a four-way pitch. The project has resulted in further work with Sandbox including the design of a sales brochure.