Spotted! A holiday mural goes up brick by brick

The activation aimed to reach Canadian's young and old who haven't grown up creating with Lego.

Lego Canada got crafty at Toronto’s Union Station recently, encouraging Canadians to tap into their inner child and help build a holiday mural brick by colourful brick.

Created by 18,000 passers-by who placed 600,000 pieces of Lego, the 40- by 10-foot mural aims to reach Canadians who might typically shy away from playing with Lego.

The mural is part of a national media buy that includes transit wraps, digital, pre-show Cineplex theatre promotion and a time-lapse video of the mural being created.

According to Ishma Alexander-Huet, VP of client advice and management at Initiative, the agency behind the execution, the population is divided into two groups: those who grew up with Lego and those who didn’t and don’t know where to begin creating.


“Surprisingly, there are a lot of millennial parents who have not grown up using Lego. Now that those millennials are becoming parents, Lego isn’t top of mind as a toy because it’s intimidating. It’s thought of something that is messy, labour intensive and hard to build,” Alexander-Huet tells MiC.

She says the challenge was finding the best way to reach low-affinity users without making it intimidating. “At first the thinking was maybe we just put a huge Lego mural up in the city, but that doesn’t allow people to actually play,” she notes.

What the team came up with was a colour by numbers-inspired design made up of 6,000 individual Lego plates that have easy-to-follow colour coding, so even novice Lego creators get the picture.

Lego Canada says it will donate a Lego set to children’s charity Toy Mountain for every plate that is completed, an element of the project that Alexander-Huet says lets people have a bit of fun while helping others out during the holidays.

The mural is now on display at Nathan’s Philips Square until Dec. 23 in support of Epilepsy Toronto. Marketing agency B Street was the activation team, with imagery and logistics executed by Lego’s in-house creative team.