Lego rolls out Build Amazing campaign to nurture kids’ creative potential

The Lego Group has rolled out its #LEGOBuildAmazing campaign to reframe its emphasis on innovation, by highlighting a different route to a child’s success in the world – through the freedom to explore, imagine and create. 

For 80 years, the Lego Group has been the building block catalyst of a generation’s creativity, and with this new platform, it aims to showcase to parents how nurturing a creative mind could help builders of tomorrow make a mark in the world. 

#LEGOBuildAmazing, which will be rolled out across India, Indonesia, Thailand, Vietnam and the Philippines, is set to be a year-long campaign to reflect the brand’s ongoing commitment to inspire and develop children to think creatively and unleash their future potential for success. 

What happens when a child builds with Lego bricks? And what happens when the Lego Group sees the build as a blueprint for creativity that will impact the future? To shine a light on this, the brand took ideas that sprung from kids’ pure imagination and turned them into a real, tangible creation. 

When a group of children was brought together at a Lego playground and tasked to build “something that can fly”, using just their imagination and Lego bricks, they came up with an idea that is every bit as fun and imaginative as one could expect –a flying cloud that rains candy. 

The innocent idea, built by Lego bricks and fueled with massive doses of creativity, was then taken to a group of engineering students from the School of Aeronautical Engineering at Singapore Polytechnic, who faced the not-so-easy task of bringing it to life as an actual innovation. 

In a statement issued, the Lego Group stated, “As the brand that has the spirit of building at the heart of its DNA, we embarked on a platform to build belief in creativity and its immense potential for impacting the future of a child’s success in the world.” 

It further added, “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. Through the Build Amazing video, we strive to highlight the importance of creativity through creative play – for a greater purpose of impacting kids’ futures so as to unlock their potential to become great at whatever they choose to be.” 

The #LEGOBuildAmazing event will be in major cities in India in this month, to spark kids’ boundless imagination and take joy in their imaginative creations. Parents can look forward to many fun and exciting activities to promote curiosity and inspire kids to think in new and unconventional ways – including workshops led by adult Lego builders to guide kids in building their very own unique Lego creations. 

In addition, parents can snap a picture of their kids’ creations, upload onto social media with the #LEGOBuildAmazing and have the exclusive opportunity to take home Charlie The Chameleon, the lovable campaign mascot, courtesy of the Lego Group. 

To uphold the brand’s commitment to nurture and build kids’ creativity and unlock their potential for a successful future, the Lego Group has introduced the Build Amazing starter sets as a great onramp to expand their creativity and imagination. 

Featuring Lego bricks from its iconic series – City, Friends, Classic, Duplo, Juniors, and Creator – the brand hopes to get kids excited about building with Lego bricks with this range of affordable starter sets. 

Campaign Credits: 

Client: Lego

Vera Ivanova – SEA Brand Marketing Director

Kevin Hagino – Senior Regional Brand Manager

NitikaNagpal-  Marketing Manager SUB Emerging Asia 

Victor Plange – Marketing Manager SUB Emerging Asia

Agency: iris Worldwide

Ed Cheong – Executive Creative Director

Adam Yeo - Creative Group Head

Sylvester Poh - Creative Group Head

Royston Ang – Creative

Marilyn Poh - Creative

Luke Nathans – Regional CEO

Natalie Hellon – Group Account Director

Stephen Moran – Account Director

XinyiCai – Senior Account Executive

YanlingLeow - Planner

TasminVosloo – Producer

Lydia Sha – Producer 

Arushi Sharma – Social Lead

June Chow – PR Account Director

Samantha Tan – PR Account Manager

Production House: Shooting Gallery Asia & 90 Seconds

Media agency: Carat