Lego - "Rebuild the World"

BETC Paris

BETC Paris Pantin, France

4231

Title	Rebuild the World
Agency	BETC Paris
Campaign	Rebuild The World
Advertiser	LEGO
Brand	Lego
Posted	December 2020
Business Sector	Culture, Leisure & Sport
Story	According to a recent Nasa study 98% of children exhibit genius levels of creativity but by adulthood, that number falls to just 2%.At a time when the world is crying out for creative solutions, society is training kids not to think creatively. So, Lego wondered what could be done today to inspire the builders of tomorrow.We came up with Rebuild the World, a global initiative that empowers kids to unbuild what’s not working, and rebuild it better.To imagine a world beyond the status quo with endless possibilities of building and rebuilding with Lego bricks.We made a campaign for the streets and then we rebuilt the streets. We showed kids there are no histories we can’t rewrite and no endings we can’t change.The Rebuild the world movement spread and was shared. Children made it their own and workshops were organized for them to rebuild Lego.
Media Type	Case Study
Production Company	Stink Films
Creative Director	Agnès Cavard
Creative Director	Valérie Chidlovsky
Associate Art Director	Marie Salce
Music Creative Director	Christophe Caurret
Strategic Planner	Ghita Lemhandez
Account Planner	Donya Bouzarjomehri
Traffic Director	Laetitia MONNOIR
Music Negotiator	Mathilde BRIE
Creative Producer	Frédéric Genest
Director	Traktor
Director of Photography (DOP)	Hoyte Van Hoytema
Set Designer	Nick Foley-Oates