LEGO’s ultimate purpose is to inspire and develop children to think creatively, reason systematically and release their potential to shape their own future. The brand believes that play is a key element in children’s growth and development. High-quality play enriches a child’s life and lays a strong foundation for adult life, so that they have a better chance of growing-up to be what they dreamt of.
We utilized the visual of a kid building with LEGO bricks in the shape of his/her dream career. The LEGO bricks that are being built symbolize the kids’ development, which gradually grows bigger and closer to their dream future.
This campaign communicates the idea through kids’ dream careers in different fields, from science, arts to social service. Therefore, we chose 3 careers to represent each field - astronaut ad for science, rockstar ad for the arts and firefighter ad for social service. All chosen careers are inspired by the product - LEGO career sets.