LEGO’S FIRST GOOGLE ASSISTANT AUDIO EXPERIENCE, BREATHING NEW LIFE INTO OLD BLOCKS

Lego wanted to encourage kids to take a break from their screens and see their old Lego bricks in a new way.

Our solution was 'Lego Playwaves'. Using Google Assistant, we developed a voice-activated experience that turned Google Nests into real-time playmates. Kids could explore new worlds through interactive soundscapes, with real-time sound effects that brought their imaginations to life. Playwaves offered two types of gameplay: an interactive mission mode, where kids could build, problem-solve, and complete levels; and a free-play mode, where they could explore different effects and soundscapes on their own.

‘Lego Playwaves’ case study film:

‘Lego Playwaves’ Free-play mode (0:00 - 0:53) Interactive mission mode (0:53 - 13:06)

Recognition:
- 2022 CLIO Awards Shortlist - Audio Product/Service
- 2021 CANNES LIONS Shortlist - RADIO & AUDIO
- 2021 LIA Shortlist - RADIO & AUDIO