The Problem:
Create a powerful campaign that appeals to teenagers and rebuilds their relationship with the LEGO® brand
Rebuild the World
Rebuild the World is a concept piece designed in line with a brief from LEGO. As part of the D&AD awards
Objective
Create a powerful campaign that appeals to teenagers and rebuilds their relationship with the LEGO® brand – on their terms
Goals
2 x Media touch-points that are relevant for the target audience.
Use the ‘Rebuild The World’ brand strap-line.
Use existing LEGO® bricks and/or sets in your proposal (see LEGO.com for examples). Do not create a new product.
Solution
The idea that I eventually settled on was to empower those between 13 -19 years old by re-inventing the sets of LEGO that they have had from an early age, to Rebuild there world’s in a new way.
Research
Instances of teenagers playing with LEGO are not uncommon but they’re far outnumbered by those below the age of 13 who are buying and playing with the construction blocks.
The largest draw for many within the 13 - 18 year old bracket appears to be its utility outside of the boxes instructions.
David Aguilar a 19 year old from Andorra born without his right forearm due to a genetic disease, used these lego components to create affordable prosthetic arms.(Brueck and Reuters, 2019). The LEGO pieces can also be used for artistic expression (Sierzputowski, 2018)(Artaius, 2020) and IBM scientists have used LEGO pieces to produce low cost microscopes that can be used by individuals as young as 7. (Temiz, Robitzski, 2020)
LEGO has previously come into some difficulties when straying too far from their original pieces and creating too many unique pieces for new model kits.(Moed, Goodman and Kuniavsky, 2012) Therefore I found that it would be imperative to make using what a teenager might have collated as the driving force behind any new idea.
Primary Idea
The first idea is a new billboard campaign focusing on the inclusion of Lego into everyday tasks and life as a method of Rebuilding the world around you to be more fun and exciting.
This would take the form of video campaigns showing the unlimited variety of strange objects that can be created with LEGO.
Alongside a video campaign showing everyday objects that can be created or reconstructed with LEGO.
Secondary Idea
The second idea would revolve around using social media applications to re-introduce the LEGO Brand to the 18 - 25 bracket in a nostalgic way.
Tik Tok
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Snapchat
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Reference's
Brueck, H. and Reuters, 2019. A Teen Nicknamed 'Hand Solo' Built Himself A Robotic Prosthetic Arm Using Lego Pieces. [online] Insider. Available at: <https://www.insider.com/david-aguilar-robotic-prosthetic-arm-lego-pieces-2019-2> [Accessed 11 May 2020].
Sierzputowski, K., 2018. Jan Vormann Invites Playful Interaction By Patching Crumbling Walls With LEGO Bricks. [online] Colossal. Available at: <https://www.thisiscolossal.com/2018/10/dispatchwork-by-jan-vormann/> [Accessed 11 May 2020].
Temiz, Y., 2020. IBM/Microscopy. [online] GitHub. Available at: <https://github.com/IBM/MicroscoPy> [Accessed 11 May 2020].
Robitzski, D., 2020. This Engineer Published Scientific Papers Using A Lego Microscope. [online] Futurism. Available at: <https://futurism.com/engineer-published-scientific-papers-lego-microscope> [Accessed 11 May 2020].
Artaius, J., 2020. This Lego Film Camera Set Brings A Classic Back To Life. [online] digitalcameraworld. Available at: <https://www.digitalcameraworld.com/news/this-lego-film-camera-set-brings-a-classic-back-to-life> [Accessed 11 May 2020].
Moed, A., Goodman, E. and Kuniavsky, M., 2012. Observing The User Experience: A Practitioner's Guide To User Research (Interactive Technologies). Elsevier, pp.3-10.