2021 Holiday Season, Target and LEGO are coming together to create a joyful, colorful moment for the whole family with an exciting collaboration known as Project Build. Drive excitement, awareness and purchase consideration through an in-person holiday experience that immerses guests in the collection in a powerfully inclusive, colorful, and safe way.
Welcome to a multi-block takeover of Jack London Square; A public space transformation where the two worlds of Target and LEGO are brought to life in all their diverse, color-blocked glory. A vibrant street fair scene peppered with activations, topped off with an open-air, COVID-safe shopping experience for all to enjoy and discover the exciting new collection.
Once they clicked into a product, they were welcomed with individual stories and visuals that tapped into the product narrative. Adaptive backgrounds changed to match – such as red for spicy, or that famous Hidden Valley green for fan favorites.