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Case study

SMRS_01

Bringing benefits to life in a mini way for the LEGO Group.

Category: Internal Communications
Client: The LEGO Group

We created a suite of content that brought the idea to life across every touchpoint

23
Characterful films

to complete the series

100
Colleagues

signed up from around the world

50
People

shared their deeper insights and stories

The LEGO Group wanted to bring their benefits to life in a big way.  

And not just the usual stuff like pensions. They also wanted to shout about the things that shape life at the LEGO Group, like flexible working and family-friendly policies.  

We wanted to show, not tell, using colleagues to share what those benefits really mean to them. We came up with a few different ideas, but the one that really stood?  

The smallest one of all.

 

Our Process:

Charlotte P _CW_2639_1080px

The 'big' idea

Everyone loves minifigures (we certainly do) and we’d been itching to use these little guys for a while. Now was our chance. 

The idea was to capture audio of colleagues’ stories and share them using stop-frame animated minifigures. It ticked lots of boxes: it felt unmistakably ‘LEGO’, it put colleagues right at the heart, and because it only involved audio, it was easy to collect stories from all over the world.  

A world of stories. 

  • A campaign ident to unify and amplify the story

  • Internal launch communications to drive engagement

  • A dedicated landing page to showcase the content globally 

 

1

The Results

A campaign that turned everyday benefits into meaningful, memorable stories and gave LEGO colleagues a new way to see themselves in the brand. 

Andrew Paterson
The Lego Group

In their own words

The Lego Group

In their
own words

Andrew Paterson,
Global Employer Brand & Talent Attraction Lead

“How would I describe SMRS in three words? Partnership, because we wouldn’t be able to do it without them. Energetic, and like our brand, the guys are fun as well.”  

Meet a few members of our team

Jon Windeatt
Dave Mahon
Charlotte Peacock

Meet a few members of our team

Jon Windeatt

Jon, Brand & Content Consultant

I absolutely loved working on this one. Finding a new and characterful way to help people tell their stories was really satisfying. Moving stories and animated Minifigures, - what’s not to like?

Dave Mahon

Dave, Brand Strategist - Design

From start to finish, everything about this brief excited me. Working closely with the LEGO Group was a real treat and I think we produced a great project together.

Charlotte Peacock

Charlotte, Client Partner

There was something really special about helping colleagues tell their stories through minifigures. They’re playful, full of character and brought a uniquely LEGO Group feel to every story we shared.

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