Campaign board ATL
Campaign board BTL
Campaign board TTL
Video YouTube – Case History
Description
Developed in Guatemala as a non-profit university initiative and purely student material, the comprehensive #ReconstruyendoLaMesa campaign explores the intersection of child development and nutrition by positioning LEGO as a bridge for family connection during mealtime. Targeting busy Millennial and early Gen X parents, this strategic 360° awareness campaign leverages a mix of ATL visibility in specific high-traffic zones of Guatemala City, high-engagement BTL activations in key urban centers like Ciudad Cayalá and El Naranjo Mall, and TTL digital resources to promote sustainable healthy eating habits and reclaim the table from digital distractions. *Please note that this project is strictly an academic exercise and is not affiliated with, sponsored by, or endorsed by The LEGO Group.*
This professional campaign titled 'Reconstruyendo la mesa' was published in Guatemala in May, 2026. It was created for the brand: Lego, by ad agency: Universidad de San Carlos de Guatemala. This Design medium campaign is related to the Toys industry and contains 4 media assets. It was submitted 1 day ago.
Credits
Advertising Agency (School): Universidad de San Carlos de Guatemala, Guatemala City, Guatemala
Production Company: Student Academic Production (Non-Profit), Guatemala City, Guatemala
Art Directors: Douglas Galicia & José Sosa
