LEGO / Build Amazing
In grades obsessed Asia, parents do not naturally see creativity as a key ingredient to success, LEGO to them is just another plaything.
To change their ways of looking at the bricks, a ‘Candy Cloud’ built by a group of kids during a playgroup was used as a blueprint for a group of aeronautical engineering students to turn their wildest imagination into reality.
Case film
Results
S$2.3 million worth of earned media
Over 300 amazing creations shared on social media
Awards
1 x Silver, IAS Hall of Fame 2017, Content Marketing Idea of the Year
1 x Bronze, IAS Hall of Fame 2017, Campaign of the Year
Selected Press
PSFK / Mashable / Teen Vogue / Design Boom / The Drum / Harvard Broadcasting / Taylor Herring / Campaign Asia
Hero film
ECD: Ed Cheong
ACD: Adam Yeo, Sylvester Poh
Copywriter: Marilyn Poh