Creativity is one of the purest forms of self-expression, and in children, the freedom to imagine something without judgment fosters mental and emotional growth early on. Lego is using this concept as the foundation of its new ‘Rebuild the World’ campaign that celebrates children as the masters of creative problem-solving. The new spot was created by Lego’s in-house creative team and shows what can be achieved when people work together to overcome differences and challenges.
The film centers on an unlucky damp knight, whose attempts to cross a river to see a friendly bear keep failing. Seeing the knight’s dilemma, a whole town comes together and pools their varied skills, perspectives and talents to find a way to reunite the friends. As the knight finally conquers the river crossing, the film playfully reveals how the story and the solution to the challenge have been imaginatively conceived by a group of children playing with Lego.
“We remain in awe of the creativity, optimism and resilience that children show every day – and how, through play, they can develop the essential life skills not only to imagine but to create a brighter future,” said Julia Goldin, chief product and marketing officer at The Lego Group.
“The ‘Rebuild the World’ campaign is a celebration of this and provides a showcase for the inspiration that we can all get from coming together and collaborating creatively to overcome challenges.”
The humble Lego brick has been a staple in many childhoods for over 60 years and has long played a huge part in nurturing problem-solving skills and letting a wealth of creative ideas emerge through play.
The ‘Rebuild the World’ campaign was created by The Lego Group’s internal creative agency The Lego Agency. The fully-integrated global campaign will run across a variety of channels including TV, digital, Spotify, out-of-home (OOH), e-commerce channels and in Lego stores in over 20 countries.