LEGO Group’s Behind the Bricks campaign is a vodcast series that brings the culture of the iconic company to life. The business had already been running virtual events on the live-streaming platform Crowdcast – light-touch events (called Say Hej!) where different teams talked about what they did. But it wanted to go further. Employees had also become fatigued with virtual events after the pandemic, so there was a need for something more personal and playful. Jake, an ambassador from a previous employer brand shoot, became the face of LIVE: Behind the Bricks as its host, guide and interviewer.

Jake was supplied with a custom branded mic box, a LEGO hoodie, a director’s chair and backstage pass into what went on in different parts of the business. To kick off the campaign, a freelance video editor created an energetic trailer to introduce everyone to the host and engage them in the journey ahead. This was shared countless times across LinkedIn, directing people to the Crowdcast page to sign up for the video series.

‘Season one’ included seven live vodcasts, covering subjects from mechanical engineering and ecommerce to LEGO’s creative play lab. After the final episode, the momentum was maintained through round-up videos and highlights that would excite employees for the next season. The impact was huge: the launch trailer was viewed almost 7,500 times, the series was viewed by 3,328 users, and the round-up video attracted more than 1,000 reactions on social media. Season two went live last year and its launch video has already received thousands of reactions and a high number of reposts.