So this just launched last night, in the skies above the greatest city in the world.
Behind every great campaign like this one for LEGO is a team of great people.
Like Jonny Bentwood. Promoted to Global President, Data & Analytics at Golin six months ago.
I've been a big fan of his for quite some time. He has the rare skill at being able to look at data + analytics from the lens of human behavior.
The story it tells, as well as the starting point for the story a brand wants to tell.
That skill is the secret sauce behind his success, and likely no small part of Golin's.
Jonny kindly sat down with me (or rather Zoomed with me) to talk about what he does.
Some wisdom from Jonny below:
"Twenty years ago, I daren’t have considered this promotion a possibility. I have always been somewhat of a geek - and that’s how I saw myself. I have built a career based on a deep appreciation of technology, data, and analytics.
But what I wasn’t consciously aware of at the start of my career is that data needs to be interpreted and reimagined as a story.
In truth, all of my success, and that which I have brought to Golin, is directly attributable to my ability to tell stories with data.
Before we launch any campaign at Golin, my team looks at the data, and then interprets that data as a story, a jumping off point. Then our crack multidisciplinary team starts building the story we want to tell, the story that will influence, and persuade.
You see, data doesn’t give meaning in and of itself. It doesn’t produce an emotional response. You need a story to do that."
Where does the story come from? I'll be sharing more from my conversation with Jonny in coming weeks.
Thank you Jonny for sharing your time and expertise me.
And now, I am passing it on to others.
#lego #storytelling #golin
Is it a bird? Is it a plane? No, it’s a UPO! 🌌
Last night, New York City's skyline was illuminated by the first-ever 'UPO' sighting - Unidentified Playing Objects, after the LEGO Group invited kids worldwide to share their ideas on space travel and blasted their predictions over the most photographed skyline of all time 🚀
The LEGO Group invites kids to see space as a playground for their imagination as they unveil epic Space-themed sets this year. Alongside the UPOs, the LEGO Group is also working with the The International Astronomical Union to inspire children to look up at the stars and create Funstellations - official reimaginations of our constellations. ✨
A joint project between our UK and US teams, to light up the sky and inspire children across the globe.
Visit https://lnkd.in/euDCTR6Q to find out more.
SO COOL!