Lego – Rebuild the world of teenage creativity

Challenge: Appeal to teenagers to rebuild their relationship with the LEGO brand – on their own terms SMP: ‘Rebuild the world’ of teenage creativity Deliverables: Instagram and Tik Tok Target Audience: 13-18 year olds – encourage and inspire teens who have advanced into new creative spaces such as music, film, sport and fashion etc. Idea: Remind teens how diverse Lego really is. From your ballerina pink bow phase to your emo girl moment, Lego has something for everyone. As you constantly rebuild yourself during puberty, as can you with Lego because 'you can always rebuild'.

Tik Tok

15 second video, upbeat song plays, no speaking by teen as Lego blocks partially cover the screen. Short clips of the teen centre frame, display physical reflections of what phase they are in within their adolescent journey of finding themselves. Within each of the 4 stages displayed the teen gets older, ending the video with the campaign lines to resolve the advert's meaning.

Instagram

Remind teens how diverse Lego really is. From your ballerina pink bow phase to your emo girl moment, Lego has something for everyone. As you constantly rebuild yourself during puberty, as can you with Lego because 'you can always rebuild'.

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