Brief: Rebuild the world of teenage creativity with Lego. 

Insight: 70% of LGBT+ teens in Poland have wanted to commit self-harm recently because of so-called traditional values. 

Solution: Communicate that whoever you do it with, love is always traditional. And Lego develops "Lego Lips" for the campaign.


Prints focus on wording understood by LGBT+ opposition as well as the LGBT+ teens, playing with the concept of "tradition". The prints are an introduction to Lego supporting LGBT+ love. The colours focus on the Rainbow and Poland flags.

Instagram Story

The Instagram stories introduce the concept of love being traditional. By clicking "Learn more" users are directed to a page introducing the issue and allow them to support LGBT+ organizations in Poland.

Instagram Filter

A Lego Lips filter will be available for users to increase curiosity, post the photo with the hashtag "LegoLipsLGBT".

Using Format