The holiday season has kicked off strongly in Madrid with the new campaign by LEGO, whose central message highlights the “superpower of play.” The brand aims to raise awareness about the importance of the skills that children develop through play.
The campaign features vibrant and colorful advertising creativity that represents the extensive LEGO product catalog, ranging from vehicles and role-playing sets that recreate everyday life and encourage care for nature, to adventures, superheroes, entertainment, gaming, and home decor.
Additionally, LEGO is one of the first advertisers to utilize the city’s most advanced outdoor advertising medium, launched in September 2024, just in time for the Christmas and Epiphany season.
NEW DIGITAL SCREENS FOR THE HOLIDAY SEASON
To reach a diverse audience of all ages, the campaign is displayed on the two new 4K large-format digital LED screens located at Avenida de América. These highly visible platforms are part of Clece OOH’s URBAN LED outdoor advertising circuit.
The circuit comprises 14 large-format screens in strategically located high-traffic pedestrian and vehicular areas across Madrid, offering almost 250 m² of advertising space. Their impressive scale and location ensure millions of weekly impressions.
LEGO’s choice reflects a clear commitment to technology. Real-time impact metrics are obtained using an advanced audience tracking and sensor system. Campaigns can be managed and booked via programmatic buying. Notably, the screens in this circuit are powered by sustainable energy sources.
The toy industry faces its biggest campaign of the year in the lead-up to Christmas. The URBAN LED circuit stands out as an exceptional showcase to reach a broad audience eager to bring joy to the youngest members of the household.
Its slogan, “Where Madrid moves,” reflects the goal of advertisers, agencies, and media to connect with families and achieve prominent visibility during the peak sales season.
