An inventor struggles to find his lightbulb moment in Pereira & O'Dell's LEGO Cl!ck web film.

Toy brand LEGO is building on fan enthusiasm for its multi-colored blocks with LEGO CL!CK, a social media campaign that encourages people to share their ‘eureka' moments online.

Created by Pereira & O'Dell, the San Francisco-based agency founded two years ago by ex-AKQA staffers P.J. Pereira and Andrew O'Dell, LEGO CL!CK launched on Monday with a website, an animated short film, the brand's first-ever iPhone app and a PR push on Facebook, Twitter and Flickr.

Much like the agency's Go Miniman Go! campaign last year, the new effort is a mix of original content, sourced content and user-generated videos and photos. LEGO fans have uploaded thousands of videos to YouTube and photos to Flickr and to keep up that momentum, the creative team behind LEGO CL!CK are hoping it will become a platform for dialogue between the brand and young parents.

"Innovation is really broad, so we thought how can you get a parent to really want to push innovation for their children?" says associate creative director and copywriter Jaime Robinson. "We thought that connecting parents back to the moment when they first were innovative was a really big idea."

"It really is a hub for people of all levels of creativity, innovation, imagination, artists, photographers, cooks and your average-day person, to share what inspires them," adds Jason Apaliski, an ACD and art director.

Visitors to blog-style legoclick.com are introduced to the campaign with a three-minute stop-motion animated short film about a struggling inventor who seeks out inspiration in a fairytale factory populated by LEGO minimen.

Directed by MJZ's Blue Source, the film features several multi-colored LEGO lightbulbs - also the campaign's icon - designed and built by LEGO master builder Peter Donner. It ends with the tagline, "Great ideas just click."

"The symbol of that bulb is going to take on more meaning as well," says executive creative director Kash Sree. "Over time, if we read about someone who has a great idea, we're going to send them a bulb as a way of saying a good idea."

Master builder Peter Donner and producer Sara Krider with a multi-colored LEGO lightbulb.

Donner constructs the factory seen in the Blue Source-directed Cl!ck web film.

Users can either scroll through the site's posts or filter out by category. The featured content already up on the site includes blog posts written by Steve Madewell, "resident eccentric" at the Smithsonian's Lemelson Center for Invention and Innovation, and LEGO senior designer Keith Malone. The agency has also partnered with bloggers from Boing Boing, Wired and Gizmodo, artists, photographers and filmmakers to create more original content for the site.

There is also a collection of inspiration-themed press clippings, videos, photos and tweets with the campaign hashtag #legoclick. All tweets are pre-screened before added to the site to flag potentially offensive material.

As a tie-in, the agency has also created a LEGO Photo iPhone app that turns photos into LEGO mosaics that can be uploaded to the campaign site.

While past attempts at brand-centered social networking have failed to capture the public's imagination, the creative team behind Cl!ck say this type of platform fits with LEGO because its fans already create and share videos and photos online.

"It's such a lovable brand," says Apaliski. "We just want to harness that love."

www.legoclick.com
pereiraodell.com