How do you inspire a new generation of parents to embrace the value of creative play? This was the challenge posed by The LEGO Group as they sought to engage Gen Z parents in Indonesia. In a world increasingly dominated by screens, LEGO needed to showcase the enduring relevance of hands-on, imaginative play—something that has been at the heart of their brand for nearly a century.

Overview:
What defines creativity in today’s world? For LEGO, it’s about keeping the magic of hands-on play alive in a digital age. To bridge this gap and connect with young families, we launched the LEGO Play On Fest, a multi-dimensional experience that brought LEGO’s values of creativity and imagination to life. The festival was designed to capture the hearts of Indonesian families, weaving together gaming, music, and art—all cultural touchpoints that resonate with Gen Z parents and their children.

Held in key locations throughout Jakarta, the event featured grand installations that were more than just displays—they were immersive, interactive hubs of creativity. Partnering with Indonesia’s leading creators, we generated buzz that extended beyond the physical festival. Programs such as live performances, hands-on workshops, and creative brick-in-hand experiences showed young families how LEGO play fosters innovation and imagination.

This campaign didn’t just engage—it reignited the joy of building and connected generations through shared moments of creativity.