LEGO: Build Yourself In It
ADBR 461 - Integrated Brand Campaign
The Problem
Many young girls grow up being told they can be anything, yet rarely see themselves reflected within STEM spaces in ways that feel personal, creative, or emotionally accessible. Science and technology are often presented as intimidating, highly technical, or disconnected from self-expression, causing curiosity and confidence to fade before those interests are ever fully explored. Over time, many girls begin to believe STEM is not a space built for them, limiting the futures they are able to imagine for themselves.
The Solution
To help girls emotionally connect with STEM at an earlier age, we created Build Your Place In It, an integrated LEGO campaign designed to transform science, technology, engineering, and mathematics into something imaginative, expressive, and personally achievable. Through connected physical, digital, and experiential touchpoints, the campaign encourages girls to see themselves within STEM not through pressure or perfection, but through creativity, exploration, and hands-on discovery. By combining LEGO building experiences, traveling activations, STEM kits, and collaborative learning environments, the campaign turns curiosity into confidence while helping girls picture futures they may have never believed were meant for them.
OOH
LEGO Build Lab
The LEGO Build Lab is a traveling hands on STEM experience that brings creativity, experimentation, and confidence building directly into schools and local communities. Through guided LEGO challenges and interactive activities, girls are encouraged to test ideas, solve problems, and explore STEM in ways that feel approachable, collaborative, and personally meaningful. By transforming building into real world application, the Build Lab helps participants see STEM not as something intimidating or distant, but as a space where they already belong.
Email Campaign
Distributed through schools, educators, and parent networks, the email campaign introduces the LEGO Build Lab experience while encouraging participation through clear, accessible entry points. The messaging focuses on confidence building, creativity, and hands on exploration, positioning STEM as something girls can actively see themselves within rather than simply learn about. Each email directs families toward the Build Lab bus, STEM kits, microsite, and upcoming activations, transforming awareness into real world participation.Build ID Badge
The Build ID Badge gives participants a personalized identity within the campaign, reinforcing the idea that they already have a place within STEM spaces. Earned through Build Lab participation, STEM kits, and digital activities, each badge represents a specific role or area of interest while encouraging continued exploration across the campaign ecosystem. By combining physical and digital interaction, the Build ID transforms participation into something collectible, empowering, and personally meaningful for each participant.STEM Kits
The STEM kits extend the campaign beyond the Build Lab experience, giving girls the opportunity to continue exploring science, technology, engineering, and mathematics within their own homes and classrooms. Each kit combines hands on LEGO building with beginner friendly STEM activities designed to make experimentation feel creative, approachable, and rewarding. By encouraging curiosity through play and discovery, the kits help reinforce confidence while allowing participants to imagine themselves within futures connected to innovation, problem solving, and creativity.Future Builders Lab
The Future Builders Lab transforms STEM into a large scale, immersive experience where girls can physically step into the futures they imagine for themselves. Through interactive experiments, collaborative activities, and real world STEM exploration, the space encourages participants to see science, technology, engineering, and mathematics as creative, exciting, and personally achievable paths rather than distant industries they do not belong in.
Instagram Story
Microsite
