Completed at Toolbox Design
Photography by Hubert Kang 

LEGO® was planning to open a new store at Southgate Centre in Edmonton and wanted to hit it out of the park. No small task. To generate mass awareness, an exciting story had to be told across multiple marketing channels including guerrilla tactics and social media.  



Get down to their level. Really low, and show the LEGO® entourage larger than life and ready to take over Edmonton. The first- person narrative of LEGO® coming to the city set the visual foundation for the campaign. Through a calculated sequence of media buy, digital marketing and in-mall initiatives, the Grand Opening was a blockbuster home run.  

What We've Achieved

The LEGO® Grand Opening at Southgate was the largest and most successful debut in the history of their yellow-category stores in North America. Grand Opening weekend sales exceeded other LEGO® store openings in 2013 by an incredible +55%.