The Share What You Love campaign aims to connect generations through passion-led content.

The campaign will showcase the joy of building and creating with LEGO, across Immediate’s passion-led brands, including BBC Gardeners’ World, Radio Times, Good Food, BBC Top Gear, and MadeForMums. 

The multi-platform campaign will include video, social, digital, print, and live experiences, demonstrating parents and grandparents spending quality time with their children and grandchildren. Children will share what brings them joy and their love for LEGO highlighting different LEGO sets and tying into key gifting moments. 

Key campaign highlights: 

• “Share What You Love” video series: A heartwarming series showcasing children’s creativity as they lead the way in building and imagining with LEGO. These videos capture the magic of children’s LEGO-building experiences in a professional studio setting, joined by their parents. 

• Bespoke LEGO content hub: A central digital hub housing new and existing LEGO content, organised by passion-based categories. Features include a ‘Which LEGO Set Should You Gift?’ generator and a UGC competition for children to showcase their LEGO creations. 

• Print advertorials and box outs: High-impact DPS advertorials in BBC Gardeners’ World, BBC Top Gear, and Radio Times, alongside quarterly box-outs featuring children’s reviews of relevant topics and LEGO sets. 

• Experiential activations: A bespoke LEGO-themed Beautiful Border garden at BBC Gardeners’ World Live and LEGO Creation Stations at Immediate’s Hampton Court Palace Festivals. 

• Amplified digital reach: Digital contextual takeovers and social media drivers to maximise campaign reach and drive traffic to the content hub. 

The campaign was developed by Publicis and Immediate’s award-winning content studio, Imagine, who oversaw its creative strategy, development, and execution. This includes crafting high-quality creative assets to inspire gifting and creation with LEGO. 

Sam Pietrasiewicz, Head of Partnerships, Immediate commented: “Whether it’s a love of motoring or a passion for their garden, the joy of cooking or favourite TV shows, our brands provide joyful content based on people’s passions and interests. We know our audience are keen to share those passions with loved ones including children and grandchildren. The campaign will emphasise the power of shared passions in bringing generations together, with LEGO serving as the perfect medium for creative bonding and joyful experiences.”  

The campaign will run until the end of the year. 

Photo credit: Photography by Mitch Payne Photography