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Lego: Green Instructions by Ogilvy

Agency: Ogilvy
Client: Lego
Date: Apr 2021
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As a part Lego's global 'Rebuild the World' positioning, Ogilvy has created a local expression of its ambition, aimed at Poland’s growing younger population.

In Poland, 79.9% of energy is still produced using coal, so there’s a lot of education that needs to take place on climate change and the direct impact of energy sources on the environment. The country has some of the most polluted air in Europe but there is zero education in schools about this important issue.

And so, Lego and Ogilvy have launched ‘Green Instructions,’ to help turn existing Lego sets into greener versions. Using Lego bricks as a language of communication with the next generation. New instructions to turn cars into bicycles or scooters, planes into electric trains, and coal mines into electricity-generating windmills. All this to educate the next generation about a brighter future.


LEGO: Beata Kucejko, Agata Czech, Katarzyna Śmietanka

AGENCY: Ogilvy Social.Lab Poland

GLOBAL CCO : Pete Case

ECD: Maciej Twardowski

CEO: Agnieszka Wasilewska

PR: Tomasz Cichocki, Katarzyna Walewska-Napiórkowska, Joanna Kuźma, Paulina Kosim, Zuzanna Głuchowska

STRATEGY: Joanna Uniwersal, Jerzy Kurczak

CREATIVE TEAM: Tomasz Zieliński, Jakub Przeszłowski, Daniel Marciniak, Klaudia Mazurkiewicz, Maria Gościniak, Gabriela Francuz

UX & WEB: Marcelina Ścigała, Paweł Jędruszczak, Przemysław Haas, Marek Czapiński, & Rockon

PRODUCTION: Justyna Hołocinska-Oracz, Aleksandra Główczynska, Lokomotiv


INSTRUCTIONS DEVELOPMENT: Rafał Piasek, Bartłomiej Huetter, Paweł Kwil

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