Our submission for the Cannes Future Lions 2021 LEGO brief. It was shortlisted as one of the top submissions of the cohort and was presented to the RMIT Advertising Industry Advisory Committee (IAC).
BRIEF: Come up with a powerful idea that helps unleash kids' potential through LEGO play.
INSIGHT: Skateboarders are constantly told to move along and get going, a process which inspires constant innovation and creativity.
SOLUTION: LEGO will take over skateparks across the country on Go Skate Day, and help kids build their own skate parks wherever they go.