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.

In the weeks leading up to the event, we invited kids (and their parents) through in-store posters, social ads, and AR experiences that brought the Friends into kids’ lives. PDA was responsible for all the creative from start to finish: copy, design, translation, VO casting, motion graphics, website design & dev, location scouting, set design, set builds, AR animation, and the custom LEGO builds that we conceived in partnership with an AFOL (Adult Fan of LEGO). Yes, that’s a real acronym and job.
You make the soap, package it, name the scent “Morning Wood,” launch it to her 25 million Insta followers, and break the internet.

Our product launch also included scented OOH posters in NYC, CHI, and LA, and wild influencer/creator collabs to light viral fires across the metaverse: a Fortnite creator designed a playable Sydney/Squatch map, a chemist tried to extract Sydney’s DNA from the soap, and a stoner used her bathwater to grow a strain of weed called “Sydney’s Strawberry Cough.”

The online sale shut down DrSquatch.com. Then the memes, jokes, and EBay auctions asking $1600/bar took it from there. Sydney called it “weird in the best way”, Logan Paul talked about it, Seth Meyers did a bit, Josh Johnson did a bit, everyone had an opinion on her unprecedented collab with Dr Squatch.