We created the LEGOPRESS: A handcrafted, one-of-a-kind, LEGO brick-printing method built by kids, for the only park that’s built for them. Each poster was designed to feature a stylized LEGOLAND Florida Resort ride paired with an in-park Minifigure character from the ride’s “universe.” At the bottom, we included CTA copy inviting kids and parents to discover all the adventures LEGOLAND has to offer.

We set out to design three LEGOLAND Florida Resort-themed posters containing the park’s three main characters paired with the ride/attraction associated with them. We have The dastardly Captain Brickbeard aboard the Great LEGO Race, Surfer Girl at the Water Park, and the heroic Good Knight with fire-breathing Dragon coaster. In the span of one week, we teamed up with a local printmaking shop to help build out our quirky designs, brick by brick. Each poster required several hundred bricks and could only utilize up to three different colors. Once the designs were set, we invited kids to come help apply the paint and roll the posters through the press.

Due to an early May 2018 launch of the campaign, data is not yet available. However, we anticipate increased awareness, recall, and excitement around specific rides at LEGOLAND Florida that have been represented across LEGOPRESS executions.