In the world of LEGO, Lionel is Santa’s favourite little helper. Every Christmas Lionel helps shoppers find the right LEGO product for their loved ones – no matter how young or old.
I was asked to give Lionel a new look for the Christmas 2012 campaign. The solution? Tangling him in LEGO Christmas lights and adding a shiny star to the top of his green hat. Once Lionel’s new look received the tick of approval, he was used in a full top of the line campaign including press, digital, a new microsite, outdoor, TV and in-store point of sale.