A campaign to build the unbuildable.

The Museum of Science and Industry’s Brick by Brick exhibit uses world-class LEGO structures to explore the science of building. With a true icon leading the exhibit, MSI wanted to drive ticket sales with families, hobbyists and anyone who grew up loving LEGO.

Our campaign concept—Build the Unbuildable—expressed the emotional core of the exhibit in a way that made each audience feel like it was for them, from kids to adults and casual to avid LEGO fans.

The exhibit’s advertising strategy used digital, social, OOH and print. We designed bus stop take-overs, billboards and social media CTA’s to build regional awareness and drive ticket sales.

As a showcase piece in a prime tourist area, we designed a life-sized LEGO bus shelter. Every detail—from bench, to roof, to birdy—was recreated in proportionally-sized LEGO bricks. The shelter embodied the idea of building the unbuildable and captured attention for blocks (pun intended).

The Build the Unbuildable creative platform that Heco developed reinforced MSI’s traditional strengths while pushing us into new creative territories. They really internalized our strategy and quickly identified creative opportunities that we hadn’t seen ourselves. Their activation ideas built excellent buzz around the city and excited not only LEGO fans but anyone curious about design, architecture and engineering.

Matt Simpson, CMO at Museum of Science and Industry