Instead of short ad spots, we built a campaign for LEGO around dedicated videos — standalone pieces running over 10 minutes each, giving the brand the kind of space a brief integration could never offer. Because we know our creators well and understand what they're planning and what excites them, we were able to collaborate with each one on ideas that would genuinely resonate with their community. The result was a diverse campaign — from gifting LEGO sets to children in an orphanage, to building a custom track for LEGO cars, a secret LEGO room, and even a sleepover in a LEGO store. The campaign generated 641,000 views, 20,000 likes, and 2,541 comments. Dedicated videos are a limited format — most creators only produce a handful per year to preserve their exclusivity, authenticity, and credibility with their audience.