Singapore – Global toy brand LEGO has launched a new campaign called “Brick The Rules”, which showcases how LEGO cars can offer a very unique form of play that enables kids to imagine, build, unbuild and rebuild once more, in fun, new, exciting ways that are only limited by your imagination.
Created in collaboration with creative agencies GREY Singapore and GREY Dubai, the campaign gives kids the freedom to build and play with a great deal of imagination. The campaign perfectly captures the truth that playing with LEGO bricks allows kids not only to enjoy the cars they have a passion for but also helps them express themselves freely and gives them the space to develop their creativity.
In addition to the campaign, an online film has been released that shows ‘how 5 minutes and being told not to do something’ is all the invitation a kid needs to “Brick the Rules”.
The GREY collective said, “It was a project where in the process we also had to break/brick some rules. A borderless effort between the Dubai and Singapore studios, we shot with a production house in Brazil, and the client was in South Africa. The result, as you can see, is super fun, eye-catching, and with several hours invested behind the craft and editing.”
The campaign included social content, e-commerce, posters and in-store materials, and will run in the UAE, Saudi Arabia and South Africa.