EXPERIENTIAL CAMPAIGN
WE BUILT HEARTLAKE CITY PLAZA AT THE MEXICO CITY CHILDREN’S MUSEUM
LEGO Friends is a set collection created for young girls, starring a friend group who live in the fictional town of Heartlake City. LEGO Latin America challenged PDA to introduce the Friends to Mexico through a physical and digital experience in partnership with the Mexico City children’s museum, Papalote Museo Del Niño.
We created Heartlake City Plaza, a life-sized LEGO exhibition for Mexico’s biggest kids’ holiday, Dia Del Niño. Every structure was based on a real LEGO Friends set, and included custom LEGO builds (and instructions) for kids to try: tacos at The Diner, art for Leanne’s Room, and a cute dog for The Center for Canine Rescue.
We created Heartlake City Plaza, a life-sized LEGO exhibition for Mexico’s biggest kids’ holiday, Dia Del Niño. Every structure was based on a real LEGO Friends set, and included custom LEGO builds (and instructions) for kids to try: tacos at The Diner, art for Leanne’s Room, and a cute dog for The Center for Canine Rescue.
LIFE-SIZED LEGO SETS FOR THE MUSEUM EXHIBITION
IN-STORE POSTERS & AR EXPERIENCES
HERO SOCIAL SPOT
CUSTOM LEGO SETS
SET DECORATION
CAMPAIGN LANDING PAGE
