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Recent research has shown that Mums don't believe that children 'love' LEGO DUPLO as they love other brands. The brand has a strong heritage that has revolved around child development, not fun. It's a rational rather than emotional purchase. For this reason, the Smiles campaign was launched to communicate the joy of playing with LEGO.
In collaboration with JWT we designed an optimal user flow for the Smiles campaign alongside a simple and intuitive Campaign page User Experience.
