Lego excels our imagination, but the second’s best imagination booster is the audio.

How if we combine them and prove that with Lego you have infinite possibilities?

We used the powerful magic of audio to show, for the first time, that with one set of Lego you can tell thousands of stories.

In 90 years, we have never used audio to boost imagination, even though LEGO has said everything through thousands of formats, media, and communication campaigns. It´s good to know that even after 90 years, we still have a first time.

We conducted an audio experiment with parents and children at our 90 years celebration event.

We recorded three different audios for three different Lego sets. On each audio we have three stories with exactly the same words. We basically turned every word into a brick and every brick into an audio and we mixed them in various ways to tell three stories completely different from each other.

Making everyone imagine what Lego set we were talking about. The last story was the original one, so once everyone heard it, they could guess clearly the Lego set of the audio stories.

LEGO INFINITE POSSIBILITIES

AUDIO 90”

SPOT: THE CHAMBER

A) THE PHOENIX BIRD AND A BOY ENTERED THE CHAMBER TO RESCUE A SERPENT. WHO HAD TO FACE A HUGE WIZARD. USING HIS SECRET SWORD AND WITH HELP OF ITS SERPENT FRIEND, HE DEFEATED THE ENEMY AND TOOK ONE OF HIS FANGS TO DESTROY THE DARK OF THE DIARY.

B) A SERPENT WHO ENTERED THE CHAMBER TO RESCUE THE WIZARD BOY. AND HAD TO FACE A HUGE PHOENIX BIRD USING A SECRET SWORD, AND WITH THE HELP OF ITS SERPENT FRIEND DEFEATED THE ENEMY. AND TO DESTROY THE DARK OF HIS DIARY, HE TOOK ONE OF HIS FANGS.

C) THE WIZARD BOY WHO ENTERED THE SECRET CHAMBER TO RESCUE HIS FRIEND AND HAD TO FACE A HUGE SERPENT. USING HIS SWORD AND WITH THE HELP OF A PHOENIX BIRD, HE DEFEATED THE SERPENT AND TOOK ONE OF ITS FANGS TO DESTROY THE DIARY OF A DARK ENEMY.

AVO: HARRY POTTER. WIZARDING WORLD.

A THOUSAND STORIES IN ONE SET.

LEGO. REBUILD THE WORLD.

LEGO INFINITE POSSIBILITIES

AUDIO 90”

SPOT: THE CASTLE

A) AN ITALIAN WITH MAGICAL POWERS, WHO DEFEATS THE ENEMIES AND RESCUE THE EVIL PLUMBER KING, TRAVELS TO DIFFERENT MAGICAL WORLDS THROUGH THE PIPES. FINALLY, USING SOME SKILLS TO COLLECT GOLDEN COINS, AND MANAGES TO BREAK THE MYSTERIOUS BOXES, OBTAINS A PECULIAR MUSTACHE WITH THE TURTLE PRINCESS OF THE CASTLE.

B) A PRINCESS WITH MAGICAL POWERS, WHO DEFEATS THE ENEMIES AND RESCUE AN ITALIAN KING, TRAVELS TO DIFFERENT EVIL MAGICAL WORLDS THROUGH THE PIPES. FINALLY, USING SOME SKILLS, TO COLLECT THE GOLDEN TURTLE, MANAGES TO BREAK THE MYSTERIOUS BOXES AND THE PECULIAR PLUMBER WITH MUSTACHE OBTAINS COINS OF THE CASTLE.

C) AN ITALIAN PLUMBER WITH A PECULIAR MUSTACHE, WHO TRAVELS DIFFERENT MAGICAL WORLDS THROUGH PIPES TO RESCUE THE PRINCESS OF THE CASTLE. USING SOME SKILLS, MANAGES TO COLLECT THE GOLDEN COINS AND OBTAINS MAGICAL POWERS TO BREAK THE MYSTERIOUS BOXES, AND FINALLY, DEFEATS THE EVIL TURTLE KING WITH THE ENEMIES.

AVO: SUPER MARIO.

A THOUSAND STORIES IN ONE SET.

LEGO. REBUILD THE WORLD.

LEGO INFINITE POSSIBILITIES

AUDIO 90”

SPOT: LIVERPOOL

A) THE SUBMARINE FROM LIVERPOOL THAT GOT A GREAT BAND INTO A YELLOW SKY. PLAYING GUITARS AND BASS THEY FILLED DRUMS WITH DIAMONDS AND TAUGHT US THAT WHAT PEOPLE NEED TO CHANGE THE WORLD IS ONE LOVE SONG AT A TIME.

B) THE LOVE SUBMARINE FILLED WITH YELLOW DIAMONDS THAT GOT INTO A SKY PLAYING GUITARS, BASS AND DRUMS, TO CHANGE A GREAT BAND ONE SONG AT A TIME. AND THEY TAUGHT US THAT WHAT PEOPLE NEED FROM THE WORLD IS LIVERPOOL.

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C) A GREAT BAND FROM LIVERPOOL THAT GOT INTO A YELLOW SUBMARINE TO CHANGE THE WORLD ONE SONG AT A TIME. PLAYING GUITARS, BASS AND DRUMS, THEY FILLED THE SKY WITH DIAMONDS AND TAUGHT US THAT WHAT PEOPLE NEED IS LOVE.

AVO: THE BEATLES. YELLOW SUBMARINE.

A THOUSAND STORIES IN ONE SET.

LEGO. REBUILD THE WORLD.

It’s our celebration of 90 years of play. What better time to show our playful DNA than this, because during this time we had always boosted everybody’s imagination but Lego is not only a toy that helps you imagine a new world, we are also storytelling and possibilities. We shape the stories of everyone, their dreams, but also many ways to accomplish them. We must cherish this truth and share it with our target in our 90 years event.

- More than 50 parents with kids took part in the audio social experiment daily during 10 days at our celebration event.

- After this event we turned the audio stories into radio spots broadcasted in digital audio streaming platforms.

- We boosted imagination through audio like never before and proved that playing with bricks has infinite possibilities.

In 90 years, had never used audio to boost imagination, even thou it has said everything through thousands of campaigns.

It is strange because, for sure, the second-best imagination booster is audio. So we decided to challenge that and make everyone imagine and play with bricks in audio for the first time. What a great relief to find out that even at 90 years of playing, we still can have a new first time.