Play Is Your Superpower
Hello Charlie were commissioned as Creative Directors for the ‘Play Is Your Superpower’ Digital OOH campaign. The Factory of Creativity was a high-attention creative experience designed to work at huge scale, while also extending into digital screens, retail environments and point-of-purchase formats across the UK.
A LANDMARK DOOH MOMENT
Battersea Power Station gave the campaign a media space with immediate cultural recognition, high public visibility and a distinctive architectural canvas. Rather than treating the site as a flat projection surface, we built the creative around the shape, scale and viewing behaviour of the location.
The “Factory of Creativity” transformed the building into a playful production line, using the chimneys, façade and river-facing aspect as part of the story. From a DOOH perspective, this gave the campaign more than visibility: it created a memorable public moment that rewarded attention, encouraged sharing and made the media placement feel inseparable from the creative idea.
TECHNICAL DELIVERY
We used a meticulously scaled model in 3D of Battersea Power Station, as the foundation of the project. From this base, we crafted an intricate LEGO factory designed to seamlessly fit within the station’s interior. Every detail was considered, as we constructed the entire scene piece by piece using official digital LEGO bricks, ensuring authenticity and precision.
To make the scene feel realistic from the audience’s point of view, we rendered perspectives accordingly creating a strong illusion over the full facade.
– content mapped to Battersea Power Station’s river-facing façade and chimney structures
– 3D scene construction based on a scaled digital model of the building
– rendered perspective aligned to the primary public viewing position
– over 30,000 rendered frames
– supporting assets adapted for additional UK locations
IMPACT
The campaign turned Battersea Power Station into a playful, high-impact brand stage. The scale of the site gave LEGO a public moment with immediate stopping power, while the creative treatment made the landmark part of the story rather than simply a surface for media.
CONNECTING DOOH and RETAIL
Beyond the hero moment, the campaign extended into a wider OOH toolkit across prominent UK locations including Westfield London, Leeds, Liverpool and Birmingham.
Each execution was adapted to suit its environment, using bold visuals, movement and clear calls to action to connect the national campaign idea with local footfall and retail behaviour. This created a more coherent campaign journey: from landmark spectacle, to digital screen visibility, to point-of-purchase activation
