LEGO Build Belief


Client: LEGO

The LEGO Group has long been on a mission to make play for all. Yet with old stereotypes of “bricks are for boys”, girls were lacking the confidence to play. So when LEGO sponsored the EUFA Women’s Euros, we knew we had to turn a sponsorship into a platform to build belief in girls the nation over.

Introducing Build Belief. An integrated campaign to give girls the inspiration and tools to play their own way. We created a content series with star Lionesses from the England team to dispel long-engrained gender myths. We created the first fantasy football game designed for girls. We then went beyond the pitch and into classrooms through a national schools program – giving girls the confidence to play with brick or ball.