Build It

Build it campaign was directed to parents and kids that live in Guatemala. We converted the onomatopoeic sounds that the kids usually do while playing, into Lego pieces, and encourage them to build and play. With the objective of promoting Lego's sales, increasing the top of mind by using one of the most popular and cost effective media in Guatemala: Radio. At the same time reinforce Lego's main benefit: Build, create and imagine.