By Arvind Hickman

UM’s ‘Make Lego the Star of Christmas’ was the star of the MFA Awards, picking up three awards and the Grand Prix.

The hit campaign, executed with partners Ensemble and One Green Bean, encouraged families across the country to design their own Lego Christmas tree topper with winning designs featured on a Lego TV ad.

It netted a gong in the IT and Consumer Durables category; Best Media Innovation; Best Integrated Paid, Owned and Earned Communications; and the Grand Prix.

Judges described the work as ‘inspiring’ and one of those ‘I wish I had thought of that’ ideas. “Lego played to its strength, which is that they exist in most Australian households, however deciding to expand into enhancing a cultural truth – that building the Christmas tree is a family ritual – was a smart move and helped to make the brand relevant,” a judge remarked.

The campaign was credited with a 287% increase in social engagement and 18.8% increase in YOY sales.

Lego also won Marketing Team of the Year, capping off a huge night for the toy brick company.

There were 14 different agency winners from 63 finalists, highlighting the spread of great work across the industry. The awards are judged by more than 100 of the industry’s finest from media agencies, clients, media owners, vendors and more.

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