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As a part Lego's global 'Rebuild the World' positioning, Ogilvy has created a local expression of its ambition, aimed at Poland’s growing younger population.
In Poland, 79.9% of energy is still produced using coal, so there’s a lot of education that needs to take place on climate change and the direct impact of energy sources on the environment. The country has some of the most polluted air in Europe but there is zero education in schools about this important issue.
And so, Lego and Ogilvy have launched ‘Green Instructions,’ to help turn existing Lego sets into greener versions. Using Lego bricks as a language of communication with the next generation. New instructions to turn cars into bicycles or scooters, planes into electric trains, and coal mines into electricity-generating windmills. All this to educate the next generation about a brighter future.