LEGO Education SPIKE Prime Launch

STEAM has a bit of an image problem. Even though 3.5 million jobs await students with a STEAM education, it still intimidates a lot of students. 

In a poll that surveyed more than 5000 students across the globe, fewer than one in five students said they feel “very confident” in STEAM. In fact, half of the students surveyed said trying new things in school makes them nervous. 

"We are seeing a challenge globally in middle school children," said Lego Education's Esben Stærk Jørgensen. "At that age, children start losing their confidence in learning. The data shows that most students say if they failed at something once, they don't want to try again."

So how do we make it okay to fail? 
How do we make it okay to try new things?
How do we bridge this confidence gap? 

Through play! 

LEGO Education discovered hands-on learning and play were the most effective ways for students to build confidence in the classroom. So they created SPIKE Prime, a learning tool that would enable students to do just that: play, learn, and build confidence in STEAM. 

And we were ready to help spread that message like wildfire. 

Everything Spike does for students, we wanted to mimic in its launch. Each social deliverable, installation, and interaction had to be inspiring, creative, insightful, shareworthy, full of discovery, and fun. 

We created social takeovers, a press event in New York with invites, product installations, a dance floor, media coverage, broadcast placements, radio, and more (down to the soap dispensers in the bathroom) to drum up excitement for Spike’s release. 

Creative Director: Anne Milan Alo • Event Designer: Dave Cicirelli • Designer: Zach Self • Designer: Shiva Majidi • Copywriter: Darrah Christel • Copywriter: Jen Macdonald