LEGO SG50: Rebuild your memories

LEGO, a children's toy brand, introduced the 'Rebuild Your Memories' campaign during Singapore's 50th birthday celebration, which both showed parents the pressures they were putting on their children and increased LEGO's sales.

Campaign details

Brand: LegoClient: Kevin Hagino Agency: Iris Singapore

Executive Summary

LEGO is one of the world's most beloved brands, a cultural icon which has laid the foundation of many a generations' happy childhood. But in Singapore 2015, it was staring down the barrel of an uneasy future. Singapore's propensity to embrace the new and shiny meant fears were mounting LEGO could be relegated to obscurity, by the tide of new disruptive digital toys, tablets and apps sweeping the market.

LEGO needed to put a stake in the ground and remind parents and kids alike...

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