Londoners are now seeing LEGO Mini Billboards on roadsides. These adorable, miniature billboards are made out of actual LEGO blocks and are part of its new, cute campaign.
In order to promote the new LEGOland Windsor Resort Hotel, LEGO and DLKW Lowe have come up with this extremely imaginative, delightfully child-like concept: pint-sized ad pieces are placed all along roads and bus stops, advertising the resort and its features. A Google map indicating the position of these billboards has been released by the ad agency on Twitter.
DLKW Lowe is also using this promotion to initiate social interaction with people who spot the boards by encouraging them to take pictures and tweet the experience with the hashtag #legolandminibreaks.