The brief was to reach new audiences and get adults to see the LEGO brand differently – from toy to time well spent, connecting with their passions to offer a different flow to their daily lives.

Our way in was partnering with a relevant player in the music world to amplify our message. The challenge was to do it in a way that felt authentic to both the creativity associated with the LEGO brand and the relaxing creative atmosphere from the LoFi Girl community.

Our secondary objective was to check the potential engagement of both fan communities for a new partner.

The creative idea was simple: “LEGOfy” the Lo-Fi Girl, taking over the famous 24/7 livestream, to surprise a community that values the unexpected. By transforming the beloved Lo-Fi Girl into a LEGO version, we tapped into the essence of both brands—creativity, relaxation, and community. We created new music for the takeover, featuring lofi music fused with rhythmic LEGO brick sounds. This created our new genre we called Rhythm & Bricks.

The insight was to merge two seemingly distinct worlds, leveraging the familiarity of Lo-Fi Girl's animation with the universal appeal of LEGO. This fusion elevated the LEGO brand into the realm of adult relaxation and showcased our commitment to innovation and playfulness.

The creative insight directly influenced the amplification of the brand message by offering a tangible, immersive experience that resonated with the target audience, encouraging them to see LEGO in a new light and fostering a sense of belonging.

As adults, the transition from child-like playfulness to grown-up seriousness can be jarring and stressful. We aimed to bridge this gap by offering a new way for enjoyment while reshaping perceptions of the LEGO brand.

Through social listening, our approach became clear: Lo-Fi Girl is known for the looping animation, but they loved whenever something unexpected happened to it. So we knew we needed to “LEGOfy” that experience to have a chance of getting the fandom engaged.

"Rhythm & Bricks" is a unique audio experience that combines the sounds of LEGO bricks with chill lo-fi music. As you listen, you'll hear the familiar clicks and clacks of LEGO bricks alongside soothing melodies - each track blends jazzy guitars, electronic beats, and LEGO-inspired sounds.

Whether listeners are building their favorite LEGO sets or simply unwinding after a long day, the music of "Rhythm & Bricks" offers a sanctuary—a calming and creative experience that transports you to a world where stress fades away, and imagination takes center stage.

So whether you're relaxing at home or getting creative with LEGO, "Rhythm & Bricks" offers the perfect soundtrack for your chill vibes.

The results were incredible in reaching our objectives:

7.2 M streams on Spotify

985M global reach on over 41 countries

Over 500 press articles

1.2 million views on Instagram

1.5 million views on YouTube (LEGO LoFi Girl)

14.3 million impressions

CTR – 7.4% 

Comments- 1,460 

Average view duration 9:14min (4:23 is the average)  

One of the best recruiters to our channel, with 87.3% of accounts reached being non-followers.​

The LEGO Ideas LoFi Girl challenge also delivered great results:

43,000 views 

171 published entries 

390 total challenge participants  

54% of entries were new members  

2,000 comments  

And not insignificantly, community reactions ranging from comments like “This is the most creative, perfect, beautiful and amazing thing EVER created!”, to endless fan-made remixes of the beats on YouTube and TikTok, to incredibly creative fan builds, showed we succeeded in translating love for the brands + artists into love for the partnership.