This September, we worked with the LEGO Group to launch its biggest ever global brand campaign, Rebuild the World.
The campaign saw us inviting kids and adults alike to rebuild the importance of creativity as a key skill for future generations and it was launched with the help of iconic singer songwriter Mark Ronson - who helped champion creativity and creative problem solving as essential 21st century skills after research from The World Economic Forum Future revealed creativity as one of the top three skills that the job market will require in 2020.
The launch kicked off at the home of LEGO in Billund, Denmark, where Mark was joined by other inspiring figures such as 19-year-old David Aguilar who built several prosthetic arms from LEGO elements, and collectively, they shared how creativity helped shape each of their unique paths to success.
Another important pillar for Rebuild the World was nurturing creativity through the eyes of children, which we helped bring to life in the UK by giving kids the creative licence to rebuild iconic landmarks all across the the country from LEGO bricks.
Amongst other locations, Rebuild The Icons saw LEGO sharks jumping out of the Shaftesbury Memorial Fountain in London’s Piccadilly Circus while a London Red Telephone Box was transformed into a cheeky character with ears and a toothy grin, and in Cardiff, a curious yellow octopus peeked his head out from the water at Roath Park Lighthouse - with many more landmarks rebuilt.
The campaign launch also gave kids the opportunity to get fully hands on for the LEGO Rebuilder Workshops.
Armed with creative problems to solve and LEGO bricks, the workshops, co-hosted by the National Park City Foundation, a charity aimed at improving green space in London, invited children to ReWild, ReImagine and ReWheel their city across two days of interactive sessions.
With no cap on their creativity, children came up with playful solutions to real life challenges, transforming the nation’s capital into a city teeming with bug hotels, flowering rooftop gardens and eco friendly transport.
The striking assets of reimagined landmark, paired with a brand-new live action ad of a clever white bunny causing mischief in a LEGO-themed world were shared with the nation's leading media outlets - and the coverage built from there.
With features secured in the likes of top tier designer titles such as Wallpaper* to nationals like METRO and Evening Standard (and even landing airtime on Good Moring Britain and ITV) - there is plenty more for Rebuild The World to come in 2020 and beyond!