Re-imagining Santa's favourite little helper for Lego's Christmas campaign

client

Lego

skills

Illustration / Marketing / UX Design

Agency

Airborne

client

Lego

skills

Illustration / Marketing / UX Design

Agency

Airborne

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.

more work

Purpose 2018

Creative Direction / Brand Identity / Development / Marketing

Money Smart

Illustration / Information Design

Start Something Workshops

Creative Direction / Brand Identity / Development / Marketing

Beat the Q

Brand Identity / UX Design