Children at the turn of the decade are more social and sophisticated than any generation before them. But they are increasingly less creative. Technology has detached the physicality of play from the imagination. LEGO® is the gold standard in toys. Its brand values are priceless. It is nostalgic but timeless. But when the culture around LEGO® bricks is defined by consuming finished products rather than creating something yourself – something we are seeing proven time and time again from global research – where does the LEGO® brick fit in? How do we Rebuild the World?
Our mission was clear – we needed to ignite the world’s imagination to celebrate play and fuel creative optimism whilst rooting the brand in culture. We created three short films that brought it back to basics – a handful of LEGO® bricks. We gave bricks to three key cultural icons from the worlds of sports, music and fashion – Olympic gymnast Simone Biles, DJ/producer Mark Ronson, and designer Tomo Koizumi. Then we turned on the camera…
Each showed us how their creative process works, and how different their approaches are, through their play with LEGO® bricks. The message they gave us is simple: We are all individuals and all creative. Raw materials fire the imagination like nothing else. And nothing else is as inspiring as a handful of LEGO® bricks. Those bricks invite you to think, build, take apart, and build again. There are no limits. Inspire your children in the right way, and they will, indeed, Rebuild the World.
by Simone Biles
by Mark Ronson
by Tomo Koizumi
Exposure led the LEGO® Cultural Creators programme to support the global brand platform Rebuild The World, developing the creative, all production, talent contracting and management, global social and PR strategy, and activation in six countries (UK, USA, China, Japan, Germany and France). Results are coming in, but already we’ve achieved our goal of positioning LEGO® in an innovative new way, to a whole new audience, building bridges with key cultural players. We are making LEGO® culturally relevant, and crafting an important message for a generation who feel their children have lost their imaginations and hunger to create. Rebuild the World is inspiring them, and the generation to follow.