This project aimed to create a marketing campaign highlighting LEGO’s sustainability efforts and its Replay program, which recycles unwanted bricks by donating them to families in need. The challenge was to address concerns about plastic waste and justify LEGO’s premium price by showcasing its durability and long-term value. Using a SWOT analysis, our team focused on the Replay program and developed the tagline: “Helping families in need build memories, one generation at a time.” The campaign included an interactive bus stop kiosk, magazine ad, web banner, and social media posts targeted at parents. It is to be launched during the spring to encourage donations. This experience strengthened my ability to create cohesive campaigns that align with brand values and connect with audiences.