For a few years, the LEGO Group had been running virtual events on Crowdcast – a live-streaming platform. Called ‘Say Hej!’ (Danish for ‘Hi’), these were light-touch events where different teams spoke about what they did. The events supported hiring for specific areas such as Digital Technology and diversity in engineering. ‘Say Hej!’ had done a great job. But the time had come to show more. A lot more.

Post-COVID, we were seeing virtual event fatigue. Audiences wanted something more engaging, personal and playful. We got thinking. How do you invite people into life and work at the LEGO Group? Our answer was a vodcast series that was a backstage pass to the LEGO Group culture and different teams. LIVE: Behind the Bricks was born.

We knew the perfect person. Jake – one of the LEGO Group’s ambassadors – had the charisma, passion, and confidence necessary. Jake became the face of LIVE: Behind the Bricks. He’s the host, the guide and the interviewer. Not bad for someone with no experience in front of a camera.

We kitted Jake out with a set of on-brand props. These included:

• • a branded LEGO® hoodie
  • a backstage pass (obviously)
  • a Director’s chair
  • a custom-made mic box.

To kick things off, we created a launch trailer that introduced everyone to Jake and the journey that lay ahead.

You can watch the trailer here.

Alongside the trailer, we created a whole heap of promotional assets including:

• 32 colleagues
• 77 comments
• 169 reposts on LinkedIn
• The seven live vodcast episodes covered subjects ranging from Mechanical Engineering to eCommerce, introducing viewers to all aspects of the LEGO Group's working experience. 

To keep the momentum going and start building interest for Season Two, we created episode round-up videos hosted on LEGO.com as well as a Season One greatest-hits round-up video of Jake which pulled together highlights from our seven episodes.

We opened our door to the world with our events and vodcasts – and a huge amount of people came in. In total, we saw:

• 25,000 views of our episodes
• 661 chat messages
• 129 questions
• 32 inspiring LEGO colleagues sharing their stories
• People joining from all around the world – from Canada and the US to Europe and India.

A year after Season 1, we launched Season 2 of LIVE: Behind the Bricks and this time Jake’s going truly global – travelling the world to visit LEGO® hubs and explore life and culture everywhere from Boston and Singapore to Mexico and Munich.