Legoland Puts Tiny Billboards Made of Legos Around London

Less is more in DLKW Lowe campaign

Hey, what's the big idea? Lego and ad agency DLKW Lowe created some fun mini-billboards touting a new hotel and other attractions at the Legoland Windsor resort in England. The 12-inch-high signs, made of Legos, were placed around London, and folks spotting the small wonders—guided by Google Maps—could share photos on Twitter using a special hashtag. That social engagement, plus ample free media coverage, maximized the campaign's reach to impressive proportions. (In fairness, it should be noted that Deutsch/LA went big with small ads first in its 2008 campaign for the video game LittleBigPlanet.) Still, nice work, blockheads! More images after the jump. Via PSFK.