Learning through Play: LEGO
RECOGNISING THE VALUE OF LEARNING THROUGH CREATION
In an effort to reiterate the ethos of The Lego Foundation — Learning Through Play, Lego reached out to Jack Morton’s offices worldwide to brainstorm ideas of a large scale experiential event targeted at milennial parents that would remind them of the value of learning with Lego instead of using digital devices.
Reminding the parents about learning through creativity
Knowing that our target audience used to play with Lego growing up, we knew that the approach we had to take was to remind them of the great memories and profound impact that learning through creativity has had on their lives.
Moving into the brainstorm, our goal was to get these millennial parents to remember these, and recognise how much the impact would matter to their kids.
Idea Development
Done during my time at Jack Morton Worldwide.
Creative Director: Rory Brett
Creative Strategy: Nina Loh