From plastic bottle to prototype brick


Client: LEGO

LEGO Group wanted to share an exciting breakthrough – its first prototype recyclable LEGO brick made of PET plastic. To underline the importance of this innovation and further establish the LEGO Group’s sustainability credentials with a non-technical audience, we decoded technical language with engaging creative, smart messaging and media strategy. By humanising the engineering and its impact on sustainability, our approach took the story beyond sustainability trades and landed LEGO critical national media worldwide that delivered reach, engagement and set the right tone. High praise from the FT said the announcement represented best in class corporate communications.