The Client:
LEGO®

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The Brief:
Reignite teenage interest in LEGO® by encouraging a renewed, personal connection with the brand.

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The Insight:
LEGO previously created a working camera in the 90s. Reimagining this concept today, it can serve as a stylish and relevant tool for teens, blending past tech with modern creativity.

Communication Objectives:

• Inspire teenagers to view LEGO® as a tool for their current creative interests.

• Motivate teens to use the retro LEGO® camera to capture and share their creative expressions.

• Drive interaction by inviting teens to share their photos on social media for a chance to be featured and win prizes, showcasing LEGO as a brand that evolves with their creativity.

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The Idea:
Launch a retro-styled LEGO film camera set designed for today’s creative teenagers. Partner with Instagram and TikTok to create a social media challenge encouraging teens to build the camera, capture their world, and share their creative vision using the hashtag #RebuildTheWorld. The best entries can be featured on LEGO®'s social media channels, with prizes for the most creative submissions.