LEGO® Crown: The Untouchable Made Playable

Creative idea

LEGO® Crown Jewels brought Czech history closer to children by turning one of the nation’s most protected symbols into play. The original Crown Jewels are locked away, guarded by seven keys and shown only on rare occasions. Distant even to most adults, let alone children. LEGO® rebuilt them brick by brick, transforming national heritage into an experience families could explore, understand and enjoy together. By making the untouchable playable, we turned history from something children are told about into something they could feel connected to.

Brand name: LEGO®
Advertiser / client: LEGO®
Product / service: Kids Development
Campaign name: LEGO® Crown: The Untouchable Made Playable
Agency network: MSL
Agency: MSL Czech Republic
Additional company: Leo Prague
Agency chief executive officer: Jaroslav Malina
Chief creative officer: Kosta Schneider
Creative director: Nikola Foktová
Art director: Martin Kraus
Copywriter: Kateřina Obrazová
Designer: Jarmila Bedrnová Šafránková
Account director (agency): Barbora Veselá
Pr director: Barbora Fryč Šumanská