In the marketing world, authenticity is the holy grail. Audiences no longer respond to shallow gestures or one-off campaigns; they want brands to walk the walk. LEGO’s “Everyone Is Awesome” campaign stands out as one of the most iconic and authentic advertising moves in recent years. It didn’t just make headlines — it made a statement.
Let’s break down how LEGO’s rainbow-colored set not only celebrated Pride Month but also rewrote the playbook for meaningful, inclusive, and commercially successful advertising.
A Quick Overview: What Is “Everyone Is Awesome”?
In June 2021, to coincide with the start of Pride Month, LEGO launched the “Everyone Is Awesome” set. The product, numbered 40516, features 346 pieces and showcases 11 monochromatic minifigures, each representing colors from the LGBTQIA+ pride flags — including black and brown to represent diversity, and pale blue, white, and pink for the transgender community.
But the campaign wasn’t just about selling a colorful product. Designed by Matthew Ashton, LEGO’s Vice President of Design and a member of the LGBTQIA+ community, the set was meant to symbolize inclusivity and celebrate self-expression, regardless of whom you love or how you identify.
The Campaign Backstory: How LEGO Got Here
LEGO has long been seen as a brand built on creativity, imagination, and inclusivity. But historically, its sets have centered around traditional themes — castles, pirates, cities, and superheroes — with little overt focus on social issues.
Matthew Ashton wanted to change that.
Ashton, a key figure in LEGO’s creative leadership, shared in multiple interviews how deeply personal the project was for him. As a gay man who grew up with no positive LGBTQIA+ representation in toys or media, Ashton wanted to create a set that would have made his younger self feel seen and celebrated.
The name “Everyone Is Awesome” comes from the spirit of celebration — a playful twist on the LEGO Movie’s hit song “Everything Is Awesome,” but with a clear message: everyone belongs.
Why This Campaign Matters: The Power of Representation
Advertising isn’t just about products — it’s about the stories brands tell.
With “Everyone Is Awesome,” LEGO didn’t just slap a rainbow on a box and call it a day. They invested thought, heart, and authenticity into every element. The decision to include black and brown minifigures was a nod to intersectionality, addressing how race and LGBTQIA+ identity overlap. The pale blue, white, and pink minifigures explicitly represented the transgender flag — a level of detail many campaigns fail to consider.
This wasn’t performative allyship; it was intentional, informed design.
By offering representation in a universally beloved toy, LEGO sent a message to millions of children (and adults): You matter. You belong. You are awesome.
Campaign Rollout: From Product to Global Conversation
Timing is Everything
LEGO timed the campaign launch for June 1, 2021, aligning perfectly with the start of Pride Month. This ensured maximum visibility as media outlets, influencers, and consumers were actively discussing LGBTQIA+ topics and looking for brands that showed up meaningfully.
Community Engagement
LEGO went beyond product marketing by encouraging fans to share their own stories and builds. On social media, the hashtag #EveryoneIsAwesome became a hub for fans creating self-portraits, family portraits, and even Pride-themed LEGO art.
This turned what could have been a static product drop into a living, participatory campaign. Fans felt involved, celebrated, and inspired.
Earned Media and PR Wins
Major media outlets including The Guardian, The Drum, Goodvertising, and Mashable covered the campaign, praising LEGO’s boldness and thoughtfulness. Headlines like “LEGO launches first LGBTQ+ set” and “LEGO’s colorful campaign connects the community” drove massive earned media value — free publicity most brands can only dream of.
The Impact: Sales, Sentiment, and Cultural Relevance
Commercial Success
Despite the cultural focus, “Everyone Is Awesome” was not just a feel-good PR stunt — it was a commercial hit. Retailers reported strong preorders, and the set became a collector’s item, appealing to both LEGO enthusiasts and LGBTQIA+ allies.
Sentiment and Social Buzz
Social media lit up with praise. On Twitter, Instagram, TikTok, and Reddit, users shared heartfelt stories about what the set meant to them. Parents posted about gifting the set to their kids, while adults bought it for their desks as a proud statement of allyship or identity.
Brand Perception
According to multiple brand tracking reports, LEGO’s favorability and perception of inclusivity surged post-campaign. Consumers increasingly saw LEGO as a brand that stands for something — a massive win in today’s purpose-driven marketplace.
Advertising Breakdown: What LEGO Did Right
Let’s unpack why “Everyone Is Awesome” resonated so deeply and what advertisers can learn.
1. Authenticity at the Core
The campaign was driven by an insider — Matthew Ashton — who brought lived experience to the design. It wasn’t a top-down marketing gimmick; it was a product born from genuine passion and meaning.
Lesson: Authentic campaigns often start from within. Empower diverse voices on your team.
2. Product as Message
Rather than an ad that talked about inclusivity, LEGO made inclusivity physical. The product itself was the message.
Lesson: Let your product embody your values. People remember tangible experiences more than abstract promises.
3. Timing and Cultural Context
Launching during Pride Month gave the campaign natural momentum. It aligned LEGO with a global conversation.
Lesson: Timing matters. Look for cultural moments where your message can ride the wave without feeling opportunistic.
4. Community-Led Activation
By inviting fans to co-create and share their stories, LEGO amplified its reach and deepened emotional connection.
Lesson: Don’t just broadcast; invite participation. Community drives impact.
5. Media Savvy
The campaign earned massive press coverage because it was newsworthy. It had novelty (first LGBTQIA+ set), emotional resonance, and cultural relevance.
Lesson: Think beyond paid ads. Create stories the media wants to tell.
Comparisons: How LEGO Stood Out From Other Pride Campaigns
Each June, countless brands roll out rainbow logos and Pride-themed merch — and many face backlash for performative allyship. What set LEGO apart?
- Purpose over profit: The set was designed primarily as a celebration, not just a sales ploy.
- Specific representation: Including transgender colors and addressing racial diversity showed depth.
- Long-term commitment: LEGO has a history of supporting LGBTQIA+ employees and causes, making the campaign part of a broader commitment.
The Risk Factor: Did LEGO Face Backlash?
No campaign tackling social issues comes without risk. Some critics argued that LEGO was “getting political,” while others questioned whether brands should engage in activism.
But overall, the praise far outweighed the criticism. LEGO’s thoughtful approach shielded it from most backlash. By embedding inclusivity into the product — not just the ads — LEGO showed it was serious.
Key Takeaways for Advertisers and Marketers
- Start inside your company. Authentic campaigns need authentic voices.
- Design for meaning. Make your product or service carry the message.
- Pick your moment wisely. Align with cultural conversations.
- Invite your community in. Co-create, don’t just broadcast.
- Prepare for heat. Have a clear stance and stand behind it.
Final Thoughts: Why “Everyone Is Awesome” Belongs in the Ad Hall of Fame
In a cluttered marketing world, few campaigns achieve true cultural impact. LEGO’s “Everyone Is Awesome” set didn’t just sell out — it sold a vision. A vision of play, belonging, and joy for everyone.
It’s a masterclass in:
✅ Authenticity
✅ Product-led storytelling
✅ Thoughtful representation
✅ Community engagement
✅ Earned media mastery
For advertisers, marketers, and brand leaders, it’s a reminder that when you lead with heart, audiences will follow.