Nike and LEGO turned Shanghai into a playground where kids don’t just see the brand—they experience it.
A Bold Collaboration in Shanghai
In Shanghai, Nike and LEGO joined forces to create “The Playground,” a unique outdoor advertising activation that broke traditional boundaries.
Instead of static visuals, the brands delivered a space where children could run, climb, and explore, fully immersing themselves in the brand world.
From OOH to Real-Life Experience
The installation redefined OOH by transforming it into a living environment. The playground became a medium that children didn’t just see—they actively engaged with.
This shift highlights how experiential marketing can make stronger impressions than traditional advertising formats, embedding the brand in memory.
Play as the Heart of Branding
Both LEGO and Nike center their brand stories around play—whether through sports or imaginative building. “The Playground” merged these values seamlessly.
By placing children at the core, the brands reinforced their missions to inspire creativity, activity, and exploration in everyday life.
Experiential Marketing as the Future of OOH
The campaign proves that the future of OOH advertising lies in experiences that are tangible, interactive, and unforgettable.
Rather than being a backdrop, OOH becomes a part of the city and of people’s routines, creating lasting cultural connections.
Community Engagement Through Design
Playgrounds are natural gathering points. By integrating a branded playground into Shanghai’s public space, LEGO and Nike connected directly with communities.
The activation blended entertainment and advertising, turning city space into a hub for fun, health, and imagination.
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- Consumer trust: Outdoor advertising is a trusted medium for many, standing the test of time.
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