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Kids rebuild the Singapore of the future using Lego to show what makes home

In a social experiment to mark Singapore’s SG50 celebrations, Lego asked six year-old children to craft the citystate of the future out of the toy building blocks.

In a three-minute video, called ‘Rebuild’, kids were given a model of ‘Asia’s most competitive city’ made out of Lego, complete with skyscrapers and apartment blocks, and asked to rebuild it to make it home.

“My daddy is always busy. When I want to play he always says, ‘Not now, later, ok?’ says a little girl who placed her home next to her father’s office so he can come home faster.

“A city of the future is still our home. Never forget what matters most,” the narrator reads at the end of the film.

“We saw what progress looks like through the eyes of six-year-old kids, what their dream city would be. It was fascinating to see what their priorities were for Singapore. Sometimes we might lose what is most important in the pursuit of development – spending time with loved ones, and taking care of our communities. That is what togetherness is all about, and that is what celebrating SG50 is all about,” said Dan Luo, country manager of Lego Singapore.

“As a Singaporean born and raised, I’m proud to have witnessed the rapid progress made by our young nation. But beneath the sleek skyline of our metropolis are age-old values and characters that make a global city – home. Celebrations aside, we wanted to deliver a powerful reminder to fellow urbanites that even when we do arrive at SG100, some things should never be forgotten,” said Ed Cheong, creative director at iris Worldwide, Singapore, the agency behind the campaign.

Credits:

  • Client: LEGO Singapore Pte Ltd
  • Senior Regional Brand Manager: Kevin Hagino
  • Senior Digital Marketing Manager: Ivan Zeng
  • Brand Manager: Low Wei Li
  • Creative Director: Ed Cheong
  • Creative Group Head: Shawn Foo
  • Senior Creatives: Sylvester Poh, Adam Yeo
  • Regional CEO: Luke Nathans
  • Senior Account Manager: Ashley Leong
  • Senior Account Executive: Sharon Chan
  • Planning Director: Adil Ismeer
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