AUCKLAND, Today: A construction site popped up in Auckland’s Victoria Park, but instead of drills and dust, families found a giant hands-on playground built around Woolworths Bricks Home.
Created with dentsu Aotearoa, the sold-out activation turned a collectibles promo into a real-world experience, with kids kitted out in hard hats and tradie vests before entering the playful site.
Behind the fencing and wrapped façade sat thousands of Bricks sets ready for building, plus scaffolding, ballast weights and props designed to make the space feel like a convincing work zone.
Chelsea Roper, creator, and designer Max helped young builders throughout the weekend, while a tuck truck waited out back for snack breaks few kids wanted.
Alex Barlow, Head of Activations, dentsu Aotearoa said, “Collectibles usually live in-store or on-pack. We wanted Bricks to live in culture – something kids and parents could step into, not just collect.
“We didn’t want media to just deliver the message, we wanted it to behave like the idea.” – Abel Banda, Senior Communications Planning Director, dentsu Aotearoa
“We saw families travel, plan and queue for the opportunity to experience the activation. The building site idea really did let us turn imagination into a real, playable world which drove engagement with the brand.”
More than 40 influencers shared content from the event, while parents praised the activation as ‘marketing genius’.
The build site formed part of a wider campaign spanning TV, BVOD, YouTube, proximity OOH, radio, social and playful media partnerships that extended the Bricks world beyond stores.
Abel Banda, Senior Communications Planning Director, dentsu Aotearoa added, “We didn’t want media to just deliver the message, we wanted it to behave like the idea. Every touchpoint was designed to spark play, build momentum, and help facilitate participation.”
Kate Littlejohn, Marketing Manager, Woolworths said, “This campaign perfectly captured the spirit of Woolworths Bricks Home – creativity, play and family connection.
“From the way the idea showed up in media through to the immersive Building Site experience, every touchpoint invited families to participate in the world of Bricks.”
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