Campaign Building Blocks

German ad agency Lukas Lindemann Rosinski created QR codes entirely from Lego building blocks. The campaign was for an online German toy store. The idea is that in taking a snap of the code the hidden message is revealed and a link to the related product on the website is presented. The colourful 3 dimensional codes were made by hand and posted on billboards in urban areas. The playful nature of the campaign sits well with Lego's personality and was effective at driving sales - the products advertised using the codes outsold the others by a factor of 2 and 49% of visitors to the Lego product pages on the site came from the QR codes.

The campaign won a Silver Lion at Cannes and the entry can be found here...