Lego has created a campaign film to celebrate the 50th anniversary of the independence of Singapore which sees children and adults build how they think the city will look in 50 year's time.
For the social experiment Lego wanted to promote the city's 'Kampung Spirit' - the notion that while people are different there is understanding and compromise - and play on the idea of mutual consideration for the environment and future generations.
Lego teamed up with iris to work on the Rebuild campaign and began by asking adult fans to envisage what Singapore might look like in the next 50 years with futuristic skyscrapers, dominating highways and towering offices appearing. Next a group of six year olds were given their turn with suprising results; parks replaced skyscrapers, homes replaced offices, and families were brought closer together.
Dan Luo, country manager of Lego Singapore, said It was" fascinating" to see the different priorities.
"Sometimes we might lose what is most important in the pursuit of development – spending time with loved ones, and taking care of our communities. That is what togetherness is all about, and that is what celebrating SG50 is all about," he added.
The ‘Lego SG100- Rebuild’ film forms part of Lego Singapore’s SG50 ‘Rebuild Your Memories’ wider campaign, which includes the launch of four Lego SG50 Limited Edition Singapore Icons Mini Builds.