LEGO | Unidentified Playing Objects
As kids’ imaginations shift from the stars to screens, LEGO set out to reignite their fascination with space. By transforming their wildest spacecraft designs into LEGO builds and drone spectacles over New York, we turned Gen Alpha’s creativity into viral moments, inspiring millions to look up and dream big.
We invited kids to design their own space creations, selecting six imaginative spacecrafts to transform into LEGO models. These designs became larger-than-life drone displays over the NYC skyline, captivating audiences and media alike. The campaign drove a 20% spike in “LEGO Space” searches, generated over 1,000 media placements, and reached 100 markets—proving that space, like imagination, has no limits
