We created miniature sized billboards that were built out of actual Lego bricks. This gave it a strong stand-out identity through both the Lego and its miniature size which re-enforced the "mini Break" theme. The bright colours, bold messaging and unusual size of the billboards helped them to stand-out from the usual poster campaigns around town.We distributed the billboards around popular locations as well as train and bus stations.

The campaign was tweeted about within and beyond the UK with individuals photographing and posting the boards online. This was later picked up by numerous blogs such as Buzz Feed, Contagious and as far afield as France, Spain and even the USA.With the park only having re-opened in March of this year the true effectiveness of this campaign will not be known until the turn of the year when results can be compared with the year prior.