CONTEXT

With frequent LEGO set releases, comes budget constraints. We needed a creative, cost-effective way to generate buzz for our life-sized brick cat.

IDEA

We first uploaded a string of gibberish on The LEGO Group’s X channel, suggesting a social media slip-up. Shortly after, the culprit behind the post was revealed, with a photo of the LEGO Tuxedo Cat sitting on a laptop. The post went viral instantly, shattering industry benchmarks, and within hours, the Internet was talking about our latest LEGO product.

IMPACT