Lego: The Most Boring Room Ever by Ketchum

What would happen if you left six kids in one boring room with nothing more than a roll of paper? That’s what Lego wanted to find out as part of its ‘Build a World of Play’ campaign.

Creative agency Ketchum London pitched it as a social experiment to highlight the simplicity of play. Dubbed ‘The Most Boring Room Ever,’ it ultimately raises awareness of the importance of free play for kids, showing how it can come from the most unexpected of places... even a single roll of paper.