BRIEF: Remind both adults and children of the fun possibilities that Lego offers.

INSIGHT: With Lego you can build whole cities that fit on a coffee table, but every towering building starts with one tiny Lego block.

IDEA: play on the relationship between big and small. Ask people to share photos of real life big builds around their cities.

EXECUTION: A social media campaign responding to Lego’s ambient ‘big build’. This will be supported by a minimal print and an app.

ENDLINE: Build Big. Think Small.