Repositioning LEGO as a creative escape for danish adults

How do you inspire adults to see LEGO not as a childhood memory — but as a mindful, aesthetic experience designed just for them?

With the LEGO® Icons Botanical Collection, the goal was clear: reach adults (18+) in Denmark who appreciate creativity, interior design, and moments of calm and position LEGO as the perfect way to take a break and create something timeless.

The Challenge

While LEGO is one of the world’s most recognized brands, its adult product range still challenges traditional perceptions. The Botanical Collection is specifically designed for grown-ups, combining creativity with sophisticated home décor — but the message needed to feel authentic, inspiring, and relevant to an adult audience.

The task was to spark interest among adults who love design, self-care, and creative projects, and encourage them to rediscover building — this time as intentional “me-time.”

The Strategy

To achieve this, we activated 50 Danish creators within lifestyle, interior, and creative niches. Each creator received a curated selection from the LEGO® Icons Botanical Collection and was encouraged to document their building process and showcase the finished pieces as part of their home décor.

Instead of focusing solely on the product, the campaign centered around a clear emotional angle:
Take a break. Build something beautiful. Make time for yourself.

By allowing creators to integrate the sets naturally into their daily routines — whether as a cozy evening activity, a mindful weekend project, or a decorative styling moment — the content felt authentic and relatable.

The result was visually strong storytelling that blended nostalgia, relaxation, and modern interior aesthetics.

The Results

The campaign generated consistent and high-quality visibility across Instagram:

• 54 feed posts

• 75 stories

• 378,000 in reach

• 14,000 story impressions

• 4,039 likes

• 981 comments

• 1.33% engagement rate on posts

Beyond the numbers, the campaign succeeded in driving meaningful conversations. Comment sections were filled with curiosity, positive reactions, and adults expressing surprise at how appealing and calming LEGO could be.

The Impact

By combining mindful building with stylish interior inspiration, the campaign positioned the LEGO Botanical Collection as:

• A relaxing break from everyday stress

• A creative hobby for grown-ups

• A decorative statement piece for the home

Through authentic creator storytelling and a strong emotional hook, LEGO was able to connect with a new adult audience — proving that creativity has no age limit.

In the end, the campaign didn’t just build bouquets.
It built a new perception. 🌹