Lego’s new campaign encourages Asian parents to nurture the creativity of their children by spending more quality play time with them.
The campaign features a three-minute online video called ‘Build Amazing’. It shows a group of children at a Singapore play group who are asked to create ‘something that can fly’ using Lego bricks. The kids decide to build a flying rainbow cloud that rains sweets.
The video then shows students from the School of Aeronautical Engineering at Singapore Polytechnic, who are tasked to make the children’s ‘flying rainbow’ project a reality.
And here is how the children’s fantasy lego project turned into a reality:
The video, created by Iris Singapore comes, is part of Lego’s long-running campaign targeting Asian parents who value academic achievement over creative play.
A Lego spokesman said: “The Lego Group is concerned adults might unknowingly stifle the growth of their kids’ imagination – prioritizing a very narrow definition of ‘success’.
“Our mission is to try and reframe the emphasis – by highlighting a different route to a child’s success in the world from going beyond grades to the freedom to explore, imagine and create. For 80 years, Lego has been the building block catalyst of a generation’s creativity, and we want to show parents how nurturing a creative mind could unleash their child’s future potential for success – and help the builders of tomorrow make a mark in the world.”
This is not the first time that Lego is coming up with something like this. The campaign comes as an extension to the message that Lego, with the support of Iris, has been promoting for a few years. Singapore’s 50th anniversary in 2015 saw Lego asking kids to imagine what Singapore would be like in another 50 years, using Lego.
A Gift for Imagination came a year later, and it highlighted the continuous hard work that many Asian parents have to go through to bring up their children and family. This prevents them from spending enough time with their children, and their blooming creativity often goes unnoticed.
Here’s the video:
The ‘Build Amazing’ campaign has been released on YouTube and Facebook and is catering audiences in India, Indonesia, Thailand, Vietnam and Philippines.
So are you ready to get your kids some Lego?