11 November – LEGO Italy, the Danish international company and one of the world’s largest toy manufacturers, has entrusted the independent marketing and communications agency Connexia with the launch of the innovative LEGO Certified Store concept for San Babila in Milan. The protagonist of this creative campaign – the first in Italy – is the exclusive Minifigure Factory.

Thanks to an incredible refit, the result of combining physical and digital elements, the store, which is one of the largest in Italy, has been transformed to offer an innovative experience. The jewel in the crown of the new concept, the Minifigure Factory was designed to celebrate and stimulate creativity through the customisation of the iconic LEGO™ Minifigure in your own image.

The Connexia team, coordinated by Client Director Francesco Marcello Ferrario and Creative Director and Head of Branded Content Riccardo Catagnano, worked alongside LEGO Italy to bring the unmistakable mini-figures to life in a 60″ content with an ironic and engaging storyline. Designed for LEGO Italy’s social media channels, the video embodies the set of values shared by the brand and its communication agency: creativity, inclusivity, and innovation.

In the main scene, set within a lift, the two young protagonists examine their own outfits in confusion. The daring choice of a stylist? No: it is a lover of LEGO bricks who creates and customises their own mini-figure according to their own tastes, expressing their own whims and creativity. In fact, the two boys are nothing more than iconic LEGO Minifigures: as if by magic, they come to life, with features and details chosen carefully by their creator.   “Customisation” is, therefore, the key word of the customer experience created in the new LEGO Store in San Babila, Milan: the only rule is to let your imagination run free.

“Working for LEGO Italy is a familiar and engaging challenge,” explains Riccardo Catagnano, Creative Director & Head of Branded Content at Connexia. “Whether we’re talking about bricks, minifigures, or sets – the real product we are dealing with is the imagination, the ability to build new worlds, more or less from scratch. And that’s what creatives do best.”

The 60″ video made for the launch of Minifigure Factory can be viewed via the following link: Lego Italia