Background
Play is under threat. It has become a "nice to have" rather than a "need to have" where we are taking play away from kids:
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Objectives
Create a powerful idea that puts creative play back on the agenda and show how kids can realize great things when they are left to play.
Challenges
To inspire the builders of tomorrow, where the LEGO brick is the tool for endless creativity that unlocks their potential.
Market
Lego has become such a household name that they’ve grown synonymous with every building block toy.
All ages from child to adults
A sense of accomplishment is a universal feeling that encourages and builds up ones positive mentality
Insight
Being able to proudly say you created something out of nothing, is an aspiring and powerful sensation.
Notable Executions
Collaborators
Gabriel Homem
Nicholas Abad
Strategy
Creative Strategy