Lego x Women's Euros
'Play makes anything possible'

LEGO tasked us to help inspire inclusivity and positive change for girls across the globe through their first ever sports partnership - the UEFA Women’s EURO 2022.

Despite parents wanting to open the world up for girls, many unintentionally hold them back through their unconscious bias - “LEGO is a toy for boys.”

Our 360-campaign ‘Play Makes Anything Possible’ helped show the importance of play, and how the huge role it plays in broadening horizons. In print we showed the evolution of a girl’s dream job when she grows up through play. From a ‘drum whacker’ to a ‘shark tamer’, to a UEFA Women’s EURO winner, showing anything is possible for girls. In social we championed the inspiring UEFA Women’s EURO players, with reactive content that celebrated their in-game heroics.