Build Your Legend


REGION & ZONE

EMEA

Experience


ABOUT

Build your Legend is a playful, interactive experience that helps families learn about internet safety together. Combining physical and digital elements, it turns online safety lessons into a fun challenge - giving children the chance to show off what they’ve learned while bringing parents into the conversation in a meaningful way.

Inside each Build Your Legend kit is an unassembled Internet Legend trophy, waiting to be built. But there is a catch. Families have to correctly answer twenty quiz questions on topics like cyberbullying and data security to unlock the instructions. As children race to complete the challenge, parents gain real, actionable insights into digital safety.

Once built the trophy comes to life in a digital space, where families could personalise it with colours and accessories. An online handbook provides even more activities and resources to keep the conversation going. By transforming digital safety into a hands-on, gamified experience, Build Your Legend makes learning interactive, memorable, and fun. Every aspect of the project was created end-to-end by Phantom, as a true demonstration of digital elevating the physical. 


Highlights – Over 275,000 kits delivered, with 100% positive feedback from parents, children, and teachers. Demand was so high that it led to a digital-only version, empowering over 350,000 families while making online safety education more accessible than ever.

FEATURES

  • Campaign
  • Website
  • Physical
  • Game
  • Content
  • Motion
  • Positioning
  • Illustration
A set of three mobile app mockups for 'Be Internet Legends.' The first screen, titled 'Build Your Legend,' shows a 3D blueprint of a geometric character. The second screen explains that answering questions unlocks instructions, illustrated with floating question marks. The third screen shows how to assemble the model pieces and provides further instructions.
The product packaging for a 'Build Your Legend' activity kit. It consists of a white cardboard tube containing rolled-up materials. The tube's label features a blue geometric character, colorful text 'Sharp, Alert, Secure, Kind, Brave,' a QR code, and a URL. The lid is placed next to it and has a 'Hello, my name is' label.
A slightly curled sheet of paper serving as a welcome letter for Google's 'Be Internet Legends' program. The letterhead features the Google logo, and the body of the text explains the 'Build A Legend' kit and digital safety game. The bottom of the letter has a blue graphic border and features a geometric character illustration and the text 'Be Internet Legends'.
A collage of various app screens for Google's 'Be Internet Legends.' The screens include a multiple-choice question about how long a photo stays online, a yellow 'Question 6' title card, a red 'BE INTERNET ALERT' warning, a green 'BE INTERNET KIND' reminder, and other informational cards.
A side-by-side comparison of a digital and physical product. On the left, a mobile app screen for 'Be Internet Legends' shows animated 3D assembly instructions (Step 6/20). On the right, the physical kit is laid out on a wooden table, including the blue cardboard punch-out sheets for the model and the cylindrical packaging.
A set of three mobile app mockups for 'Be Internet Legends.' The first screen welcomes the user and offers to 'Personalise your Legend.' The second screen shows the character customization interface with various color and accessory options. The third screen displays the final customized character, wearing a medal, and asks for confirmation.
A person's hand holds up a 3D geometric character, partially assembled from slotted pieces of cardboard. The outer surfaces are white, while the inner surfaces are blue. In the background, on a workshop table, are the leftover cardboard sheets from which the pieces were punched.
A 3D model of a geometric character, assembled from interlocking pieces of laser-cut wood or MDF. The character resembles a robot with a large head and pointed ears, and it stands on a cross-shaped base. The model is unpainted, showing the natural brown color of the material. It is placed on a white and grey marble countertop, with a leafy green plant in a pot visible in the blurred background.
A split-screen image showing the design and prototyping process. On the left is a screenshot from a 3D modeling program (like Blender) showing the UV map of a character model, with blue pieces arranged on a grid. On the right, physical, laser-cut teal-colored pieces corresponding to the digital layout are scattered next to a blue notebook.

Related work


See all work

WE USE COOKIES TO ANALYSE OUR TRAFFIC. FOR MORE INFO, READ OUR PRIVACY POLICY