LEGO has launched a major brand campaign dubbed Rebuild the World that aims to promote creative problem solving and a positive mindset for kids to tackle the future.
LEGO says the campaign a way to play, a way to think, a way to guide a brand – including its own – and way to view the world – in each respect to tackle issues with open mind and be prepared to experiment and fail.
The campaign launched today in Denmark with British musician Mark Ronson, where over 100 kids were invited to hear from the music producer and other figures in creative fields.
“My whole career has been about working with brilliant, creative people and seeing where our imaginations take us,” says Ronson. “Rebuild The World, is a wonderful opportunity to help inspire the next generation of creators who will come up with their own ideas to shape the future of everything from the way we live to the music we listen to.”
The campaign champions skills kids can learn while playing with LEGO to help them get ahead later in life. The World Economic Forum’s Future of Jobs Report places creativity in the top three skills the job market will require from 2020, a claim 70 per cent of UK business leaders agree with, according to new research conducted by LEGO.
The LEGO Group will be hosting free Rebuilder workshops in cities across the UK, USA and China throughout October where kids can get hands on with LEGO bricks and learn key creative skills.
Julia Goldin, Chief Marketing Officer, The LEGO Group, says: “Rebuild The World is all about seeing where imagination takes us and celebrating the natural creativity of children. We want to encourage kids around the world to develop and retain these skills as they grow older. With this campaign, we want to inspire people of all ages to play and unleash their creativity to create a world of infinite possibilities.”
To mark the campaign launch, The LEGO Group launched a live-action ad that follows the story of a clever white bunny in a reimagined world. The film is unlike anything the brand has released before and features a host of easter eggs for fans to spot – think spinning heads, Big Ben and the famous LEGO ducks.