World Play Day

Client: LEGO

On World Play Day, The LEGO Group and Amplify executed a coordinated global series across three international markets: transforming Boston's Rose Kennedy Greenway into LEGO Brick City, taking over Berlin's neighbourhood Spätis with convenient play, and creating the Nike x LEGOLAND Play Arena in California, each activation deeply embedded in its city's unique cultural fabric. 

Since 2022, Amplify has partnered with Our LEGO Agency - from Harlem to Shoreditch- on LEGO's cultural mission to champion play worldwide. This commitment proved so impactful that the UN officially designated June 11 as International Day of Play in 2024. For this milestone, LEGO challenged us to put the world in play mode from kids' perspectives, highlighting communities where play isn't a priority. 

The challenge: time for play is disappearing and cities lack play inspiration. Our approach was to transform boring or outdated places into playgrounds of possibility. 

We identified three places where cultural opportunities existed, embedding activations deeply in local fabric while partnering with influential ambassadors. 

In Boston, we transformed The Rose Kennedy Greenway into LEGO Brick City with three playable districts. In Berlin, we took over Spätis and neighbourhoods across four districts. In California, the Nike x LEGOLAND Play Arena became the ultimate training ground for play athletes.

The results: worldwide we engaged 15,000+ attendees and generated 19.83M social impressions. In California, the 5-day activation extended 6+ weeks due to demand. All proving you don’t grow out of play, it grows with you.