The challenge
In September Milan gets going again, and people coming back from holiday return home with one question: did the plants survive? LEGO Botanicals, plants and flowers made of bricks that need no care, had the right advantage for that moment. It had to be said in one sentence, to people coming back to the city.
The idea
We played on the return: an outdoor ad on the Navigli canals in Milan, with a message that pokes fun at post-holiday anxiety. “Welcome back: the flowers are just as you left them”: LEGO flowers are always alive, need no water and don’t judge you if you leave them alone for weeks.
The result
On the Navigli, people coming home were greeted by a message that smiled at them and reminded them the flowers were still there, just as they had left them. We handled the creative, the copy and the media side of the activation.
