50 years ago, Australia was not as fun a place to be because 50 years ago, Australia did not have Legos. To commemorate the half a century of fun that the nation's citizens has enjoyed with the toy, Lego Australia has launched a nine-month long integrated campaign, Festival of Play, to encourage fans young and old to celebrate through play.
The campaign was created out of One Green Bean and Host and includes an array of digital, social and experiential elements. This 90-second launch film shows the toy's humble beginnings down under, thanks to a man named Mr. John Peddie, who traveled all the way from England with the little bricks stuffed in a suitcase and tried to convince Aussie store owners to carry the tiny, colorful bricks. A dedicated website Legofestival.com.au will serve as the campaign's hub, featuring video, activity and event announcemets over the coming months.