ABOUT

The Brief: The concept aims to remind adults of their childhood, the presence of Lego in their memories and the fondness they have for that period of their life.

The visuals feature both old and potentially new memories to remind people of those experiences and encourage them to purchase Lego for their children, enabling them to have that same experience of constructing their own memories. The strap line Building Memories emphasizes this point and the prominence of Lego in those lasting childhood memories.