Winner: LEGO and Flashpoint PR
Campaign: Expect the Unexpected: Re-Launching the Consumer Innovation Revolution the LEGO Way
After re-emerging from a financial morass, LEGO decided in early 2005 to reinvigorate its brand after enduring a period that saw a two percent decrease in toy sales.
Targeting two key audience segments--boys, ages 10-14 and men, ages 18-40--LEGO reintroduced a redesigned version of its LEGO MINDSTORMS (NXT), while positioning itself as a
leader in the emerging consumer robotics category.