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
ADULTS FAN OF LEGO / ORGANIZATION: www.zbudujmy.to
INSTRUCTIONS DEVELOPMENT: Rafał Piasek, Bartłomiej Huetter, Paweł Kwil