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Lego encourages kids to ‘brick the rules’ and nurture their imagination


By Amy Houston | Senior Reporter

May 23, 2022 | 2 min read

In a fun new campaign, Lego is encouraging kids to ‘Brick the Rules’ and get their creativity flowing through play.

Lego campaign by Grey

Devised by Grey Dubai & Grey Singapore, the short spot sees a man leaving the kids in the living room for five minutes with strict instructions not to play in there. But, as a lot of parents will know, kids often ignore these kinds of commands.


The concept behind the campaign is that kids need some degree of freedom to play to nurture their imaginations.

“It was a project where in the process we also had to break/brick some rules,” noted the creative team at Grey.

“A borderless effort between the Dubai and Singapore studios, we shot with a production house in Brazil, and the client was in South Africa. The result, as you can see, is super fun, eye-catching, and with several hours invested behind the craft and editing.”


Amplification for the campaign comes from social media, e-commerce, posters and in-store materials. It will run in the UAE, KSA and South Africa.

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Lego: Brick the Rules by Grey Group

By Lego

Overall Rating 4/5

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