Giving a Global Idea a Local Presence

“Never Stop Playing” is an international campaign designed for audiences worldwide.
Our role is to make it fully exist in two specific markets — France and Belgium — while preserving the creative intent of the global concept.

In France, we proposed a local adaptation developed primarily for DOOH: “How about we play?”

A simple, natural line that creates an immediate connection with the French public.
An invitation works better than an injunction; it builds closeness and sparks a discreet smile.

In Belgium, we applied the same approach: respect the global idea, fine-tune the nuances, and find the right balance.

To localize is to begin by understanding how an idea will be received.
Then guide it so it naturally finds its cultural anchor point.

Finding the Right Voice

A local presence is also a voice.

To preserve the emotion of the film, we worked with Hugo Brunswick, the official French voice of Tom Holland.
This continuity allows French and Belgian audiences to instantly recognize the character and stay connected to the narrative.

Choosing the right voice is a detail.
And it is often in the details that the strength of an adaptation is found.

Adapting with Precision. Without Distorting

Translating a line or a tagline is not enough.
With LEGO France and LEGO Benelux, we re-read, refined, rephrased, and sometimes slightly reoriented certain sentences so they would feel natural in each market.

The objective is never to change the campaign.
The objective is for it to express itself smoothly, clearly, almost intuitively for the local audience.
A good adaptation is recognized by the fact that you don’t notice it.

Shaping Every Touchpoint

A campaign comes to life across many formats: cinema, TV, digital, social platforms, DOOH, radio, retail, events.
Each context brings its own constraints: pace, readability, density, attention span, viewing distance.

Our job is to adapt the idea so each format can carry it without reducing it.
Transforming a cinema film into a 6-second cut, adjusting an OOH visual to local specifications, shaping a radio line, validating the consistency of a motion piece for digital…
Every gesture matters.

This is also why we work closely with media agencies: they know the distribution ecosystems, we know the creative substance.
Together, we ensure the campaign unfolds with strength, coherence, and efficiency.

Localizing is definitely not translating.
It’s orchestrating.

Our Way of Working

Our approach is simple:

listen, understand, adapt with accuracy, support with precision.

We work seriously, but without rigidity.
With expertise, but without ego.
With rigor, but always in a collaborative mindset.
That’s what makes us reliable, demanding… and enjoyable to work with.

Want to adapt a global campaign? Let’s talk. We’d be happy to craft the local version that truly fits you.