Lego + PBKids — Children's Day Campaign
Children's Day campaign for Lego at PBKids: an imaginary space mission that turns the store into a launch pad, from backlight windows to in-store signage.
Children's Day is the most competitive moment of the toy calendar, so the campaign needed a world, not a discount message. The idea places the child as the protagonist of a space mission where Lego imagination is the fuel.
The key visual pairs a real kid in an astronaut helmet with an illustrated Lego pilot flying a brick-built rocket, held together by warm light trails, golden stars and a deep blue cosmos that reads instantly from across the shop floor.
The system was built to scale across the full retail kit — backlight windows, large-format store fronts, aisle signage, digital and social — keeping the same lighting, palette and character cast so every touchpoint feels like one continuous mission.