Lego urges parents to let kids 'Build amazing'

Lego is concerned, it states in a release, "that adults might unknowingly stifle the growth of their kids’ imagination—prioritising a very narrow definition of ‘success’". 

That was the underlying theme of the excellent The Lego Movie—probably the most entertaining piece of content marketing ever made and surely the only advertisement in history that should have won an Academy Award. It's the same theme the brand has settled into in its marketing efforts, with excellent results.

Ad Nut approves. The need for imaginative play is particularly relevant in Asia, where many school systems still focus on rigid memorization and many parents feel that even young kids are wasting their time unless they're being drilled on math problems.

Now comes 'Build amazing'. The year-long campaign has launched today in Singapore with the film above, in which some older kids (students from Singapore Polytechnic) create a real-life version of a flying, candy-dispensing raindow dreamed up by a group of younger kids playing in a Lego 'playground'. The brand and its agency, Iris Worldwide, plan to roll out the campaign in India, Indonesia, Thailand, Vietnam and the Philippines over coming months.

The video is playing on the brand's social owned channels, and the effort also includes on-ground activations, plus the introduction of Build Amazing 'starter sets'—a more affordable range to "encourage parents in these markets to start their kids’ Lego journey".

Even though Legos present challenges for creatures that lack opposable thumbs, Ad Nut has passed many happy hours building Lego constructions—both as a youngster years ago and lately as an oldster, playing alongside the offspring of Ad Nut.

Ad Nut has also seen The Lego Movie enough times to quote the dialogue at length, yet has never minded when the offspring want to put it on yet again. 

CREDITS

Lego
Vera Ivanova – SEA Brand Marketing Director
Kevin Hagino – Senior Regional Brand Manager
Nitika Nagpal -  Marketing Manager SUB Emerging Asia 
Victor Plange – Marketing Manager SUB Emerging Asia

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

Production
Shooting Gallery Asia & 90 Seconds

Media agency
Carat

Ad Nut is a surprisingly literate woodland creature that for some unknown reason has an unhealthy obsession with advertising. Ad Nut gathers ads from all over the world and presents them for your viewing pleasure. Because Ad Nut loves you. Need more ads? Visit Ad Nut's colleagues: Campaign UK | Campaign US | Campaign India | Campaign Turkey | Campaign Middle East