Creativity

Lego Asks a Bunch of Six-Year-Olds to Rebuild Their Country

Cute Film Marks Singapore's SG50 Celebrations

By Alexandra Jardine. Published on Aug 04, 2015

Editor's Pick

As Singapore celebrates its 50th anniversary as an independent nation, an anniversary dubbed SG50, Lego is marking the occasion with this film reimagining the city in its tiny bricks.

First, it asked some Lego enthusiasts to rebuild the city envisaging what it might looks like in 50 years time. Then, it asked a bunch of six-year-old kids to step in and make the rebuild more to their liking. The kids adds parks, animals and move homes next to offices so their parents can be home earlier. While we don't know how much prompting they had, it's pretty cute and a neat idea for Lego.

The film is by Iris Worldwide, Singapore and is part of a wider SG50 campaign dubbed "Rebuild Your Memories."

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Credits

Date
Aug 04, 2015
Agency:
Iris Worldwide Singapore
Client:
Lego
Senior Regional Brand Manager:
Kevin Hagino
Senior Digital Marketing Manager:
Ivan Zeng
Brand Manager:
Low Wei Li
Creative Director:
Ed Cheong
Creative Group Head:
Shawn Foo
Senior Creative:
Sylvester Poh
Senior Creative:
Adam Yeo
Regional CEO:
Luke Nathans
Senior Account Manager:
Ashley Leong
Senior Account Executive:
Sharon Chan
Planning Director:
Adil Ismeer

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