LEGO is a line of plastic construction toys that are manufactured by The LEGO Group, a privately held company based in Denmark. The company’s flagship product, LEGO, consists of colourful interlocking plastic bricks accompanying an array of gears, figurines called minifigures, and various other parts. LEGO pieces can be assembled and connected in many ways, to construct objects; vehicles, buildings, and working robots. Anything constructed can then be taken apart again, and the pieces used to make other objects.

We were briefed to create a series of online ads for LEGO Star Wars and LEGO Technic, based on traditional “unboxing” videos. The main focus was on creating engagement with fathers, in order to push sales towards the end of year.

The videos, although initially briefed for the BeNeLux region, were launched in Belgium, The Netherlands, Luxemburg, Sweden, Norway, Denmark and Finland.

We immediately felt that the “unboxing” videos, although they are a huge hit overseas, are not really trending in Europe yet. So, we started to rethink the whole unboxing concept and gave it a bit more story… Presenting: “LEGO – Play outside the box”

We felt LEGO isn’t just made to be built with… it’s made to be played with. But sometimes we need to give dads and kids a little push to find some inspiration. Therefore, we created a few videos combining the unboxing concept with some real inspirational content.


  • Dear Done by Friday Team. I’d like to take the time to thank you for your passion, creativity and professionalism. You were able to translate and execute our briefing into a result we are very proud of. Despite the extremely short period between first contact and execution, the project is now considered a best practice within our company. It is a real joy to work with a team that shares the love for our brand. You really took the time to understand what we were looking for. Consider the excellent campaign results a confirmation of the quality of your work. All the best, Maurits Stolte

    Maurits Stolte Marketing Manager Lego
Related Projects
Contact Us

We're not around right now. But you can send us an email and we'll get back to you, asap.

Not readable? Change text.