c/o D&AD 2020
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 (bricks) – 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.
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, and what will distract them, 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.
How can you encourage strong minded teenagers to use these products to challenge the status quo? Your creative canvas is bigger than advertising.
Here are four complete student presentation decks, plus some images of the rest…
