In Quebec 79% of homes do not have a chimney, a lot of cities even prohibit it’s construction. But then, how will Santa get into houses to bring gifts to kids for the Holidays? We sorted this problem enabling families to build a LEGO Chimney to facilitate Santa’s mission.

The campaign’s deployment included a web video who has reached over 10 000 000 views. A Web Site, a contest, downloadeable content, the launch of a new product and Out of Home advertising.

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Made at Brad