Eggman’s Revenge

LEGO Sonic The Hedgehog Launch

The brief was to turn Sonic fandom’s deep affection into love for LEGO Sonic without a cent in paid media. The challenge was to earn it through the chaos-loving culture of the Sonic community, known for its self-aware humour and absurd memes. Our insight was that the fandom’s “love language” was making fun of the franchise and themselves.

The idea was to lean into the joke. We gave the long-ridiculed brick-built Dr Eggman a glow-up as a minifigure and a villain arc worth following. “What Would Eggman Do?” became our creative compass as he sabotaged the LEGO Sonic launch across PR, influencer drops, SEGA’s Sonic Central livestream, in-game takeovers, and long-form content laced with easter eggs for the die-hards.

I supported the creative team with art direction and design, helping bring the campaign world to life across assets and channels.

The results included 14B impressions, 1.9B earned PR reach (11 times a typical set launch), social engagement twice the internal benchmarks, and joy up 2200%. Fans turned our rap into a 10-hour loop and flooded feeds with their own “ugly” Sonic builds, proving love for Sonic had become love for LEGO Sonic.