Kids imagine summer sleighs for Santa.
My role
Campaign concept, Art Direction, Design
In collaboration with
Jennyson Rosero, Dionne Lee, Adlin Roslan, June Foo
Camp Australia, Thrive PR
Christmas down under feels a lot different from elsewhere. It is summer-like, so for LEGO Australia’s 2024 Holidays campaign, we paired this cultural insight with the power of kids’ ideas and storytelling to create a uniquely Australia Christmas experience for the kids through LEGO bricks.
I led the conceptualisation, art direction, and design of the campaign to bring this idea to life.
We asked kids in Australia to reimagine Santa’s sleigh for summer!
And we turned them into LEGO builds which were then weaved into a uniquely Down Under Christmas story online and in-store.
Kookaburra Sleigh
This special Santa sleigh is inspired by the kookaburra — the cheerful bird known for its big laugh. The whole sleigh is pulled by playful robot-kookaburras that can fly through the air.
Ava, 8 years old
Bubbles-powered Submarine Sleigh
This sleigh zooms underwater instead of through the sky! It’s shaped like a tiny submarine with a shiny glass dome and big round windows so Santa can see all the fishes waving at him. The whole sleigh is powered by magic bubbles that push the sleigh forward.
Else, 8 years old
Swamp Strider Sleigh
The sleigh I have for Santa is one built for the wild outdoors! It has two big fans to keep Santa cool on hot days. And instead of reindeers it is pulled by kangaroos to tackle cheeky crocodiles in swampy terrains. I also added a beach brolly and a surfboard in the case that Santa feels like surfing!
Owen, 9 years old
Turbo Mech Sleigh
I turned Santa’s sleigh into a giant mech robot that can teleport everywhere. It has this power pincer hands that can distribute presents fast and furious, and giant boots for legs that takes big strides to help him make sure he gets gifts for every kids for Christmas.
Apolosi, 9 years old
