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Lego continues mission to encourage ‘quality play time’ between Asian parents and their children

Lego has launched another campaign encouraging Asian parents to nurture their children’s creativity with quality play time.

A three-minute online video entitled ‘Build Amazing’ features a group of children, who were brought together at a Singapore play group and tasked to build ‘something that can fly’ using Lego bricks. The children decide to build a flying rainbow cloud that rains sweets.

The video then shows students from the School of Aeronautical Engineering at Singapore Polytechnic, who are themselves tasked with turning the children’s fantasy into reality.

Here’s how they fared:

Created by full-service Iris Singapore, the video comes as part of Lego’s long-running campaign targeting Asian parents who value academic achievement over creative play.

A Lego spokesman said: “The Lego Group is concerned adults might unknowingly stifle the growth of their kids’ imagination – prioritising a very narrow definition of ‘success’.

“Our mission is to try and reframe the emphasis – by highlighting a different route to a child’s success in the world from going beyond grades to the freedom to explore, imagine and create. For 80 years, Lego has been the building block catalyst of a generation’s creativity, and we want to show parents how nurturing a creative mind could unleash their child’s future potential for success – and help the builders of tomorrow make a mark in the world.”

Last year, the brand rolled out the ‘A Gift For Imagination’ campaign based on the insight that in Asian homes many parents work over 12 hours every day and creativity is often overlooked in favour of more traditional academic subjects such as maths and science.

The campaign showed a Taiwanese boy drawing his father’s attention to his sense of imagination in dramatic fashion.

The ‘Build Amazing’ campaign has been released on Facebook and YouTube and is targeting audiences in India, Indonesia, Thailand, Vietnam and Philippines.

Credits

Client: LEGO
Vera Ivanova: South East Asia brand marketing director
Kevin Hagino – Senior regional brand manager
Nitika Nagpal – Marketing manager
Victor Plange – Marketing manager

Agency: Iris Worldwide
Ed Cheong: Executive creative director
Adam Yeo: Creative group head
Sylvester Poh: Creative group head
Royston Ang : Creative
Marilyn Poh: Creative
Luke Nathans: Regional CEO
Natalie Hellon: Group account director
Stephen Moran: Account director
Xinyi Cai: Senior account executive
Yanling Leow: Planner
Tasmin Vosloo: Producer
Lydia Sha: Producer
Arushi Sharma: Social lead
June Chow: PR account director
Samantha Tan: PR Account Manager

Media agency: Carat APAC

Production House: Shooting Gallery Asia & 90 Seconds

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