Lego wants to help parents understand the tangible impact of empowering kids to be creative builders by matching children’s imagination with the skills of engineering students from the School of Aeronautical Engineering at Singapore Polytechnic.
The #LegoBuildAmazing campaign asked children to build something that can fly out of Lego bricks, the result being a flying rainbow cloud that dropped candy. Lego then took the concept to the students to build in real life.
#LegoBuildAmazing will be rolled out across India, Indonesia, Thailand, Vietnam and the Philippines.
A spokesperson for the Lego Group, said: “Our mission is to try and reframe the emphasis – by highlighting a different route to a child’s success in the world from going beyond grades to the freedom to explore, imagine and create. For 80 years, LEGO has been the building block catalyst of a generation’s creativity, and we want to show parents how nurturing a creative mind could unleash their child’s future potential for success - and help the builders of tomorrow make a mark in the world.”
The campaign is an extension of the message that Lego has been promoting in Asia for a few years, via its agency Iris. For the 50th anniversary of Singapore in 2015, Lego tasked children with imagining what Singapore would be like in another 50 years, using Lego.
A year later, it launched A Gift for Imagination, which highlighted the fact that many Asian parents have to work very long hours to look after their families.
“As the brand that has the spirit of building at the heart of its DNA, we embarked on a mission to build belief in creativity and its immense potential for impacting the future. By taking what kids built as a blueprint, we brought their imagination to life so as to build what’s most important – the belief of parents in the vast future potential of creative play. To see the awe and wonder in the kids’ eyes truly made our day,” added a Lego spokesperson.