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This is a self-funded case study using our ad testing solution. Curious about the 9 essential ingredients for creating advertising that drives profitable growth? Explore our Creative Effectiveness Playbook.
Every month we dive into the biggest and boldest campaigns airing across the country, celebrating the most creatively disruptive and commercially effective work that’s being produced.
April’s winner was Lego’s “Everyone Wants a Piece”, uniting soccer royalty in an effort to tap into the cultural phenomenon of the 2026 FIFA World Cup. It scored an impressive Branded Memorability Score of 7.9, placing it in the top echelon (~5%) of advertisers in the U.S.
Partnering with the creative geniuses at Wieden+Kennedy, the global superstars and lighthearted humor certainly worked to draw people in. However, the brand still took center stage, using its unmistakable bricks and characters to ensure the ad remained as strongly linked to Lego as to the World Cup.
By layering these elements with a lighthearted and playful tone, “Everyone Wants a Piece” exhibited all the hallmarks of highly effective advertising: attention, emotional appeal, and strong branding.
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Curious about how to create advertising that’s impossible to ignore? Check out The Creative Effectiveness Playbook to learn about the nine fundamental ingredients for advertising success.
Want to test your own advertising, packaging, or product ideas? Cubery combines a team of creative effectiveness experts with cutting-edge technology, bridging the gap between creativity and commercial impact. Get in touch to learn how we can unlock growth for your brand.
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