In 2032, LEGO will be celebrating its centenary—a remarkable journey of a century. Throughout these years, LEGO has not only been a ubiquitous presence in our homes, often painfully underfoot, but also a cornerstone of imagination and creativity from childhood to adulthood.
LEGO (2022)
It lasts since your first steps
STEP BY STEP
The essence of this campaign for LEGO's 100th anniversary in 2032 is to spotlight the enduring connection between the brand and its consumers, encompassing both the nostalgia of the past and the excitement for the future. The slogan "It lasts since your first step" plays on multiple levels.
It nods to the literal first steps of a child, paralleling the brand's journey alongside them from early childhood. Additionally, it references the meticulous process of LEGO construction, where each step is crucial to building the final masterpiece.
A SENSE OF NOSTALGIA
This campaign aims to evoke a sense of nostalgia, highlighting the emotional bond that generations have formed with LEGO. It showcases iconic LEGO products, connecting them to key moments and stages of life, from the simplest childhood constructions to the more complex and grandiose creations of later years.
A TIMELESS PRODUCT
The wordplay in the slogan, juxtaposing "last" and "first," accentuates the timelessness of LEGO – a toy that lasts from the first steps of childhood through the many steps of life. It's an homage to the lasting impact of LEGO, not just as a toy, but as a fundamental part of the creative journey, growing and evolving with each individual. This campaign doesn't just celebrate a product; it celebrates a lifelong relationship.