REBUILD THE WORLD (with @spx_design)
The challenge was to rebuild the relationship between Lego and teens (13-18yrs), on their terms.
A stripped back, emotional campaign centred around using Lego as a meditative device to take a break and refocus.
Understanding who the target audience were and how they wanted to be addressed was the key for unlocking this brief for us.
Teens won't respond to "child's play" so we transformed Lego into a tool not a toy.