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90 Years of Play
WHAT:
LEGO — 90 Years of Play Campaign
WHEN:
2022
WHO:
Creative, with Opal Turner and Luke Lasenby
HOW:
Marking LEGO’s 90th anniversary, a nationwide campaign was created to celebrate the brand’s universal appeal and invite fans of all ages to reflect on the joy of play. The project centred on a series of special portraits by Rankin that brought together LEGO lovers across the UK aged from 1 to 90, demonstrating that creativity and play transcend generations. Hundreds of fans shared their personal stories and were photographed as part of this unique visual celebration.Amateur Photographer
The creative approach foregrounded both real people and notable figures whose lives have intersected with LEGO in meaningful ways. Portraits included former England footballer Peter Crouch, model Ellie Goldstein, Glow Up judge Dominic Skinner, LEGO designers and everyday builders, reinforcing LEGO’s cultural reach and emotional resonance. These images formed the heart of an expansive campaign that ran across out-of-home media in Manchester, Glasgow and London, and contributed to more than 450 million in national earned media — officially kicking off LEGO’s 90th birthday celebrations with broad visibility and impact.