Lego
Client: Lego
Challenge: Appeal to teenagers to rebuild their relationship with the LEGO® brand – on their own terms.
TA: Teenagers anywhere in the world aged 13-18 years old.
SMP: ‘Rebuild the World’ of teenage creativity
When it comes to creativity, creation and destruction go hand in hand. Lego gives you the opportunity to make and break whatever you want in order to release all your pent up emotions; with no negative consequences. In order to 'rebuild' teenage creativity, perhaps destruction is the answer.