What’s the challenge?
The LEGO Group want you to create a powerful campaign that appeals to teenagers and rebuilds their relationship with the LEGO® brand – on their terms.
The campaign needs to encourage and inspire teens, who have advanced into new creative spaces such as music, film, sport and fashion etc., to take notice and use LEGO® bricks to make creative statements and actions that really matter to them, and the world around them.
By celebrating endless possibilities, the LEGO® brand provides a creative tool that everyone can go wild with in a meaningful, inspiring and impactful way. Because through LEGO® products you can Rebuild the World.
Who are we talking to?
The campaign needs to reach teenagers anywhere in the world aged 13-18 years old.
It’s your job to discover what will appeal to this audience, but consider some of the tensions that they can face, the idea of wanting to stand out whilst, on the other hand, wanting to fit in and feel a part of something.
