The LEGO Brick Café
To demonstrate the mental health benefits of play and promote LEGO to adults, we needed to reframe it.
We needed to show up where adults go, and give them permission to play, So we launched the ‘LEGO Brick Café’ during mental health month.
I wrote this 20” radio spot to promote the café. I wanted the script to mimic playing with LEGO, where you can build and rebuild something multiple different ways. The spot begins with a sentence filled with negative sentiment. The words are then rearranged until they have a positive meaning. This construct shows how playing with LEGO has the power to transform negative feelings into positive ones.
Agency
Boys + Girls
Art Directors
Conor Marron & Bairbre McGlade
Creative Directors
Kris Clarkin, Laurence O’ Byrne & Bridget Johnson
Chief Creative Officer
Rory Hamilton
Designer
Barry Smith
EXP Managing Director
Karleen Smyth