Duplo is a product range from Lego with blocks of the double size, designed for young children aged two to five years old. Parents want to buy toys that stimulate their children imagination. How can we remind parents how stimulating Duplo is for their children’s imagination?
We challenged Swedish adults to guess what kids between the age of two and five built with Duplo. At the same time, we were stimulating the parent’s imagination.
To show how important the first years are for children’s development, and how fast it goes, we invited four groups of kids – one with two year olds, one with three year olds, one with four year olds and one with five year olds - to decorate the shop windows of NK, Sweden’s most iconic department store. Each group got their own display window. All groups were given the same tasks: to build a house. They had two hours to plan and build the house. At their disposal, they had 40 000 pieces of Duplo to play around with.
Because of the timing of the campaign (during school holidays), children could see the campaign with their parents. Consumers were invited to guess what the kids were building. They could observe the process in real time, either in person at the location in Stockholm or via online streaming. The first person to discover what the kids are building won Duplo worth 5,000 SEK.
In a teaser promotional video on the website, seen over 100 000 times, children also gave clues about the object they were building (some of them seem to confuse rather than clear things up). For instance, the young designers inform that their creation “is green, pink, white, yellow and red - they are round, flat, edgy and a little bit sharp, it smells strawberry in detergent.” Any guesses?
For two weeks, the children’s Duplo houses and a video showing how they built them, could be seen in the display windows. At the same time, we reminded parents how stimulating Duplo is for the imagination.
Campaign site, shop windows, exhibition, teaser film, print ads, PR and a radio spot.
The preface film with clues got great exposure and the campaign won creativity online no.1 pick of the week (global advertising award).