LEGO sought a celebrity with a space or science background for their latest campaign, aligning with their expansive exploration of the space theme. Focused on championing play and imagination, the campaign offered a once-in-a-lifetime opportunity for individuals to send a personal message into space via satellite at the iconic Goonhilly Earth Station. This initiative aimed to inspire creativity while celebrating the wonders of space exploration. By securing a well-known figure from the science or space industry, LEGO aimed to enhance engagement, reinforce their brand’s innovation, and spark curiosity in both children and adults about the vast universe beyond.