"LEGO Rhythm & Bricks”, a collaborative campaign between the brand and musicians, aimed to redefine our brand beyond children's toys. With a growing adult portfolio, we wanted to raise awareness among the 95% unaware of our adult products.

LEGO's relaxation benefits made it ideal for stressed adults. Thus, "Rhythm & Bricks", fusing lo-fi music with LEGO sounds, launched on Spotify, Apple Music, and YouTube.

Teaming up with Tom Misch, WhoMadeWho, and LoFi Girl, we connected with new audiences seeking stress relief and creative outlets.

Now adults can unwind with LEGO beats, merging relaxation with creativity for the ultimate stress-relief experience.

Cultural context was key here as we wanted to reach out to audiences who were new to the LEGO brand as adults – we needed to find tools they used and spaces they occupied that might converge with our key message: LEGO building is a great tool to relax, unwind and find your flow in this crazy stressful adult life.

Leveraging the popularity of lo-fi music proved to be a great starting point, with its soothing sounds that bring communities together - lo-fi livestreams are known for having some of the most uplifting comment sections on the internet, with thousands of people flocking to the live chat to support each other whilst working, studying or relaxing. When we created “Rhythm & Bricks”, a new, experimental genre fusing the recognizable sound of LEGO bricks with beats to provide the ultimate soundtrack for stressed builders, they had to be lo-fi.

And who better to partner with to amplify this message on a global campaign than great artists like Tom Misch and the biggest lo-fi channel in the world? LoFi Girl has an engaged audience across multiple channels, with at least 13 million YouTube subscribers, and with 90% of the audience aged between 18-44, it was a perfect match.

"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.

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Situation: The LEGO Group aimed to shift brand perception among adults, from a toy company to a facilitator of relaxation and creativity.

Brief: Our way in was to partner with relevant players in the music industry to amplify this message authentically.

Objectives: Reach new adult audiences, redefine LEGO's relevance, and assess engagement potential with new partners.

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.

Through capturing the distinctive sounds of the LEGO building process, we created a unique LEGO sound library. Collaborating with lo-fi music producers, known for their soothing 70-95bpm rhythm conducive to relaxation, we utilized LEGO brick sounds as musical instruments.

This innovative fusion enabled global artists to blend lo-fi melodies with brick beats, birthing an entirely fresh genre of music.