EVERY BLOCK HAS A STORY" - *A Conceptual Campaign*
With our newest collection, we’re honoring the flavor-makers, the history-holders, and the block-builders that turn neighborhoods into home. Because Every Block has a story.
OBJECTIVE:
Celebrate local business and culture by showcasing real restaurants with deep community roots, while inspiring creative play that carries cultural depth.
ISSUE:
LEGO lacks representation of real, culturally rich local businesses, limiting deeper connection with diverse audiences seeking meaningful, inclusive play.
INSIGHT:
Highlighting real restaurants taps into a sense of pride, nostalgia, and community that turns building into something personal.
CHALLENGE:
How can LEGO transform both beloved local spots and iconic restaurant brands into buildable experiences that celebrate entrepreneurship, inspire creativity, and connect communities through story and play?
These designs are original concepts created independently and are not official LEGO products. All ideas, visuals, and wording are my own and are not affiliated with, sponsored, or endorsed by the LEGO Group.*
People don’t just connect with places—they connect with the stories behind them.
Each advertisement highlights a unique fun fact that might otherwise be overlooked on their About Me page. Through this campaign, the aim is to make the restaurant feel more personal and inspiring.
