Cannes Lions

Making the List

CHE PROXIMITY, Melbourne / LEGO / 2018

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Introducing LEGO’s ‘Making The List’.

To make Australian kids’ Christmas list, we literally made the other toys we were up against.

We identified the most popular toys of the season and created them from the LEGO bricks from our priority sets. Think My Little Pony, iPads, Drones, Games Consoles, Paw Patrol, Hatchimals and many, many more.

When parents shopped online for these toys, we hacked their search with a LEGO version.

This reminded gift-givers of the single most important benefit of LEGO - with the power of imagination, LEGO has endless possibilities and can be any toy a child wishes for.


We partnered with one of LEGO’s key retail partners, Target. This gave us the opportunity to create a bespoke online destination featuring the products we were promoting.

It also opened up highly valuable digital shelf space on eBay via Targets eBay shop, with the execution using eBay’s search result API.

We developed listings for our partners showing the seasons most popular toys made from LEGO. When gift givers shopped online, the LEGO version was there.

Each listing highlighted multiple toys children could build from a single LEGO set, reinforcing the power of imagination. The shopper could then purchase the LEGO set that the toys were built from.

Stop-motion animations of the toys built from LEGO followed gift-givers around the internet and social platforms. We developed an extensive and comprehensive list of the most popular toys and used keyword targeting to serve the LEGO creation relative to the users search input.


We are not going claim that we just increased LEGO sales volume at Christmas – because there is an organic uplift at this time of the year. However, the true measure of this campaign’s success was monitoring the share of the priority LEGO products we were promoting, as shifting more of these priority products was the key objective for the retail partner.

The LEGO products featured in the campaign increased their share of total LEGO sales from 2.2% in October (non-campaign period) to 10% in December (campaign period). A 4X share increase, with a media spend of just $55,000.

In addition, the campaign opened up valuable physical availability with our retail partners with both eBay and Target featuring the campaign with dedicated LEGO environments within their eCommerce experience.

The campaign proved that LEGO isn’t just one toy on a Christmas list, it can be every toy.

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