By Amy Houston, Senior Reporter

May 10, 2022 | 2 min read

What would happen if you left six kids in one boring room with nothing more than a roll of paper? That’s what Lego wanted to find out as part of its ‘Build a World of Play’ campaign.

Creative agency Ketchum London pitched it as a social experiment to highlight the simplicity of play. Dubbed ‘The Most Boring Room Ever,’ it ultimately raises awareness of the importance of free play for kids, showing how it can come from the most unexpected of places... even a single roll of paper.

“While we want to stress the urgency of a lack of playtime for children, our aim is also to highlight how easily this can be resolved. Learning and play can happen everywhere,” said Anne-Birgitte Albrectsen, chief executive officer at The Lego Foundation.

“We want to remind the world not only of the real value of play, but also how easy it can be to create an environment that enables play to flourish and key skills to develop, because we all run out of inspiration sometimes.”

According to the brand, children’s free play time is continuously declining, and it strives to remind the world that this time provides a crucial role in helping children develop skills such as confidence, collaboration and concentration.

“It’s so easy to overcomplicate play and overthink what it takes for kids to be playful,” added Indy Selvarajah, executive creative director at Ketchum.

“So we thought, let’s put them in a really uninspiring space, with just one roll of paper, and watch what happens. And as you can see, they unleashed their imagination and creativity in bucket loads!”

The resulting film was directed by Justin Hackney from Mad Cow Films.

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