Building Friendships

23 Oct 2013
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What does friendship really mean in an era of social media, Facebook and "like"s? This was what we asked ourselves when LEGO approached us with a brief for LEGO Friends, a line targeted at young girls. So we went back to the drawing board, literally - back to a time before friendships were initiated by clicking "Add Friend" - and created an actual friendship diary that little girls could doodle, write and fill in with their friends.

The LEGO Friends diary was supported by a robust content-led campaign titled "Lessons of friendship from a 9 year old", which included a series of youtube videos where our girls gave valuable, real-life lessons on how to be a better friend. Our efforts succeeded in taking pixel pals and Instafriends offline to engage and start building their friendships IRL.

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