The LEGO Group - Play Unstoppable

PLAY MOVES US

Leveraging the cultural moment around Women's World Cup to launch a film celebrating girls playing fearlessly

Tapping on the Women's World Cup 2023 as a cultural moment, we created the Play Moves Us film. A spot celebrating girls playing without boundaries, embracing creative experimentation, and the limitless potential it unlocks for all. We collaborated with sports icons Rapinoe, Oshoala, Nagasato, and Kerr, and featured STEM advocate Gitanjali Rao. Our film was also female-led behind the camera, directed by Danielle Katvan. 

The results speak for themselves:

3.5K Total mentions

252 Total Media Coverage

1.3B Total potential reach

+60pp Positive campaign sentiment vs. 2022/23 D&I campaign average

+30% Total engagements vs. Ready for Girls 2021 (including owned activity)

87% Positive sentiment on social to product launch and campaign