On the occasion of the opening of the first Lego store in Spain, I was asked to think of a teaser campaign to be launched on Facebook exactly one week before the event. I photographed some of the Lego characters in some of the most representative places in Madrid. The concept I came up with for the campaign was “Lego comes to Madrid”. 

The social campaign was part of an integrated campaign, in fact we wallpapered the metro station of the Store, in Madrid, with the same photos of the social campaign, moreover an exceptional godmother was chosen for the event that allowed us to have a strong following also in the post-event phase.