Play for Change is a LEGO × Save the Children event designed to engage young audiences with philanthropy through play. The project shifts the perception of donation from a guilt-driven act to a meaningful, shared experience, using play as a tool for connection and participation. At the core of the concept is the Game Changer Plaza, a phygital platform where users create a personalized LEGO minifigure, donate, and enter a collective digital square in which each minifigure represents a real contribution to the cause.
The experience unfolds through a coordinated social and offline campaign that guides users to customize their minifigure and donate to access the Plaza. Once inside, users can continue evolving their avatar through additional donations and use it within LEGO’s online play environment. In LEGO Stores, the Plaza is displayed live on screens, while interactive totems allow visitors to configure their minifigures on site. After donating, participants can also build a physical version of their minifigure to take home, completing the connection between digital experience and tangible action.
TEAM
Laura Bassetto, Federico Porro, Lorenzo Secolin
in collaboration with Save The Children Italia
Politecnico di Milano, Master’s Degree in Communication Design
Event Design
Event Design
Professors: Luca Fois, Renato Ocone, Elisa Belicchi, Camilla Guerci, Benedetta Moro
