Mother scoops global Lego brief

Lego: 'let's build' campaign
Lego: 'let's build' campaign

Mother London is understood to have won a contested pitch to create a global campaign for Lego, the Danish toymaker.

Mother won the brief, which is understood to have been run out of Lego’s headquarters in Billund, Denmark, after seeing off competition from a selection of agencies.

A spokeswoman for Lego would not comment on whether Mother had won the brief, but told Campaign: "I can confirm that Mother London has participated in a pitch for a single global campaign. Mother has made a good impression as a creative agency, but our global advertising agency remains our internal Lego agency."

Rainey Kelly Campbell Roalfe/Y&R held Lego’s global advertising account between 2001 and 2004 but, apart from that, the brand has traditionally used agencies on a project-by-project basis.

Earlier this month, Lego released a TV ad during an episode of ITV’s 'The X Factor'. The spot featured a father and young son bonding while building Lego models and was created by Amsterdam agency We Are Pi. Lego is also scheduled to release an animated feature film in Cinemas in 2014.

Mother declined to comment on the pitch win.

0
SHARES
Comment

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs
Thousands of jobs across advertising, creative, marketing and media

Just published

Feel you're missing out?

GET THE
BRANDREPUBLIC
BULLETINS
Sign up

The Wall Blog

From our partners