Challenge

The LEGO Group wanted to create a powerful campaign that appeals to teenagers and rebuilds their relationship with the LEGO brand.

The campaign needed to encourage and inspire teens, who have advanced into new creative spaces such as music, film, sport and fashion etc, to take notice of and use LEGO bricks to make creative statements and actions which matter to them, and the world around them.

The LEGO brand provides creative tools that everyone can go wild with in a meaningful, inspiring and impactful way. Because through LEGO products everyone can Rebuild the World.

Solution

Teenagers are growing up in a world that is falling apart. They believe their opinion is not heard by the grownups who are responsible for all this. So, how can we inspire teens to express themselves and share their perspective of the world? That’s why Lego introduces Rebuild the world on your terms. An online education program aimed at schools to cultivate creativity in their classrooms. By doing this Lego will have a collection of innovative ideas for everyone to see, which have the possibility to change the world.