‘Brickatcular’ won Gold in Media Innovation at The Drum Awards for Marketing, leveraging AR to reintroduce play for adults, bridging imagination and reality, and generating over 1 million unique creations and 8 million minutes of play.
Creative play isn’t just for kids—it’s a powerful tool for adults too, fueling imagination, boosting creativity, and keeping our problem-solving skills sharp. But adults spend up to seven hours on their phones daily, with an average of 80% using that time to passively scroll. So, the LEGO Group asked us to use AR to reintroduce play to an adult audience.
For Snapchat, the objective was to create a new format for AR play across the app and the newly launched AR glasses, while boosting LEGO's brand relevance and recognition among Snapchat's unique audience.
Players unlocked the infinite building potential of 10 LEGO bricks, mastered new challenges, let their imagination run wild with Free Play mode, then shared their creations with the world.
Brickatcular also became the first branded experience on the newest version of Spectacles. Players build with both hands, control bricks with their voice, and instead of building on a 3D platform, players build directly on real-world surfaces.
We pushed the limits of Snap AR’s hand tracking to capture the tactile feel of LEGO play. To achieve this, we conducted multiple rounds of user testing across different demographics to perfect the range of hand movements for grabbing and placing bricks. Using predictive analytics, we enhanced brick placement, guiding users to build with precision. Our goal wasn’t to reinvent building with LEGO bricks but to show that the power of play can exist anywhere—physical or digital—through the LEGO system-in-play.
Ultimately, we used AR to bridge imagination and reality, encouraging more play and building interactions for an adult audience. The result: over one million unique creations and more than eight million minutes of play (and counting), cementing the next frontier of play for adults. The campaign’s global reach, combined with its innovative use of Snapchat’s AR tools, solidified LEGO’s relevance and impact across markets worldwide.
The press loved it, too—The Atlantic, TechCrunch, Fast Company, and many other tech and trade publications covered the launch, cementing the next frontier of digital play for adults.
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