LEGO

insight

Young people have been told what to do their whole lives. When it comes to creativity, sometimes rules are meant to be broken.

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concept

We encouraged young people to think beyond 'instructions', by presenting billboards showing lego parts that would usually be assumed to be built

into one thing (e.g. door = house, wheel = car), then pushing them to see what else they can build beyond what most people would build, therefore encouraging creativity in young people.

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target audience

Teenagers