Background Considerations

Creativity is in crisis today: while the world • Think about the culture of creativity for
of tomorrow demands creative skills, we are
kids today who live in a wired world and
spending less time in creative pursuits.
how to take that down into the
LEGO believes that through play kids become
traditional toy: Online platforms from
creative learners, picking up the skills they
Minecraft to Tik Tok & Snapchat, where
need for this world.
kids are already in constant play:
Our mission is to inspire the builders of
building & re­building. They are already
tomorrow, where the LEGO brick is the tool for
being creative in those spaces, how can
endless creativity that unlocks their potential -
we draw inspiration there to be
to build and re-build is the metaphor for getting
creative, the LEGO way.
kids to continuously play.
Think of how to bring creative play out
Rebuild the World is the LEGO brand platform • in to the world beyond the living room
that shows the potential of creative play when
(where it's usually absent) - what the
you tap into the innate curiosity, imagination
Brief set by unexpected places to build & rebuild in?
and creativity in kids.
The LEGO Group
• Avoid any open social platforms (e.g.
The challenge
YouTube) and be conscious about the online
Play is under threat. It has become a "nice to
child privacy regulations (COPPA) as well as
have" rather than a "need to have" where we are
restrictions on marketing to children.
taking play away from kids: 2 in 10 kids say they
have no time to play and parents struggle to see
the value of it- packing kids full of extracurricular
activities and traditional school learning.
We are in danger of raising a generation of kids
Unlock kids' who are less creative, curious and happy: at age
5, we engage in creative tasks 98 times, laugh
potential through 113, and ask 65 questions per day- by 44 it drops
to 2 creative tasks, 11 laughs and 6 questions.
LEGO play
The brief
Create a powerful idea that puts creative play
back on the agenda and show how kids can
realize great things when they are left to play.
Four winning teams will come to Cannes Lions
and pitch their ideas live on stage to a jury. One
idea will be selected and go into production with
the team working alongside Lego, and AKQA.
Related Disciplines
Future Lions is part of the Cannes Lions
Advertising
Sustainable Development Goals day.
Communications
Campaign