The LEGO Group sharpens its focus on employee engagement

LEGO's Behind the Bricks photography campaign, created with Comprend, showcases the diversity and authenticity of its workforce.

Year: 2023
Achievement/category: Shortlisted in Employee Engagement
Client: The LEGO Group
Agency: In-house
Industry: Sales


About the campaign

The LEGO® Group is proud of the diversity of its team and inclusive culture. Although its ‘Behind the Bricks’ content campaign had been showcasing this, SMRS and the LEGO® Group saw the huge value that colleague photography could add. Rather than spending thousands on a worldwide photoshoot, this approach would be altogether different – and authentically reflect its diverse and characterful workforce.

The solution was a global photography competition called ‘Clicks Behind the Bricks’. It was designed to engage employees around the world and encourage everyone to get involved. Several categories were created, to inspire more ideas and get people thinking about all aspects of life at the LEGO® Group.

The entries needed to capture diversity, character, and the LEGO® Group’s values in action – as well as different teams, business areas, places and spaces. The launch went live with a campaign on Yammer, email with a promotional video, briefing packs with hints and tips, and a link to an online portal where colleagues could post their photos.

It brought together an international panel of judges from across the LEGO® Group, including staff from employee advocacy groups and the head of diversity and inclusion. Hundreds of people entered the competition submitting photos and videos from all regions of the business. A celebratory video showcasing the winners was also shared across the company.