Snapchat and Lego Wear build AR experience in pop-up store

Lego Wear and social media platform Snapchat have teamed up to offer a shopping experience with a difference in the form of a pop-up augmented reality fashion boutique in London.

On Friday 15th February, shoppers who pop into the Fitzrovia will find the spartan store dressed solely with a Snapcode. By whipping out the Snapchat app they will be transported to a virtual Lego store complete with a variety of Kabooki streetwear, a DJ, figurines and even an arcade machine.

Lea Sandell, social media innovation lead at the Lego Group, said: “We’re an innovative, playful brand at heart and part of that is exploring new digital channels and technologies. This was a unique opportunity to collaborate with Kabooki on their brand-new limited-edition product for adults and tap into both the sense of style and the nostalgia of that audience – while exploring that interesting space where the digital and physical worlds merge.”

With The Lego Movie 2 soon to be released, Lego marketing is in full swing. Keep your eyes peeled for ITV’s full ad break which will be shot using nothing but Lego in one eye-catching stunt.


Macmillan Cancer Support uses rebrand to attract more diverse volunteers

In a move designed to attract a more diverse audience of volunteers, Macmillan Cancer Support has adopted a new brand identity.

The charity, which provides end-of-life care and support together with specialist services for those living with cancer, their carers, family members and volunteers, has devised a new identity focused on “positivity” and encouraging those with cancer to “live life as fully as you can”.

The new brand also aims to change “perceptions” of those who volunteer for and benefit from Macmillan and help the charity appeal to a more ethnically and age diverse audience.

The former identity – a hand-drawn, bubble-style, typographic logo set in green, which read “We are Macmillan Cancer Support” in all-capitals – has been simplified. The “We are” in all applications has been dropped to read only “Macmillan Cancer Support”, and the previous palette of three greens has been reduced to one “bright” shade. A secondary palette of yellow, green, blue, purple, pink, red, orange and brown has been incorporated into the rest of the identity, such as in illustrations used on advertising posters.


Greater Anglia Trains launch new brand identity with hare logo

Positioning itself as a ‘distinctive and engaging’ choice for travel across the region, Greater Anglia Trains has unveiled a new brand identity, built around the UK’s fastest land animal and a species indigenous to East Anglia, the hare.

Since the train organisation’s Dutch parent company, Abellio has poured £1.4bn into an overhaul of East Anglia’s rolling stock, the rail firm has been prompted to prepare new corporate identity to match the upgraded fleet.

The new identity was launched on (12 February) in the form of a sequence of teaser campaigns around the region as well as weather idents, print and OOH. This will be followed up by a larger TV, cinema, print, OOH, poster and digital campaign in the summer.