LEGO Australia has created a 50-metre diameter crop circle in regional NSW as part of a new integrated campaign to promote its latest SPACE range.

The small regional town of Narromine was a perfect selection as the location for the crop circle for its low light pollution and the region’s strong space legacy. Sitting 40 minutes outside of Dubbo, the activation was close to the famous ‘Dish’ at the CSIRO’s Parkes Observatory which offers world-leading radio astronomy.

Created in partnership with Thrive PR & Communications, campaign involved a number of high-profile space-loving talent, including trained astrophysicist Kobi Brown, Steph Luck, Karstan & Maxine, and Vaughan Smith. The crop circle design was inspired by the iconic LEGO Minifigure and was large enough to be seen from space.

LEGO Australia and New Zealand Marketing Director, Justine McKenny, said: “This is a campaign that lights up kids’ imagination. We wanted to evoke feelings of exploration and wonder to bring kids to space in new and exciting ways. We have a unique opportunity to educate and entertain kids so have crafted this campaign to do just that.”

The campaign was launched in stages, with a two-week ‘teaser’ phase involving internet conspiracy theories and paid creative and radio placements.

LEGO Australia and New Zealand collaborated with the Australian Space Agency and astronaut Katherine Bennell-Pegg for the campaign’s launch and reveal. The campaign was launched in late June and has generated significant discussion across earned, owned, paid and social channels.

As part of the campaign, LEGO hosted a panel for Australian children to ask questions about space, and revealed one of 15 LEGO Space Bricks created by the European Space Agency using dust from a 4.5 billion-year-old meteorite.

“We couldn’t take kids to space but we had an ambition to bring SPACE to earth,” said Thrive Executive Director, Clare Basire.

Thrive PR Founder and CEO, Leilani Abels, said: “Imagine the opportunity to ‘Rebuild the World’ with LEGO. It’s a very special partnership with the LEGO Australia & New Zealand team. This brief allowed us to insert the LEGO brand into the cultural zeitgeist of space thanks to creative thinking and a collaborative communications strategy.”

“As the first ever homegrown IP, cross-category solution, LEGO SPACE is a unifying portfolio that embraces multiple genders, ages and skill levels, meaning that no matter who you are, there is something for you in the LEGO Space range,” said McKenny.