Creativity

Lego shakes up imagination in unboxing spot

By Kyle O'Brien | Creative Works Editor

October 30, 2017 | 3 min read

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.'

Shake Up Imagination

Kids shape up imagination in new Lego spot

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

By Lego

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