TBWA creatives Liam Bushby and Alison Steven have devised a cute little way to get rid of unwanted Lego men -- adoption. To avert what Bushby calls a "modern day tragedy," put up your Lego men for adoption on the Web site -- and give them a new reason for living.
Bushby thought up the idea because he has a load of Lego in a box that he never gets to play with -- but Lego, as any true fan knows, is more than a toy. So selling or giving it away didn't seem right.
2 pieces have already been re-homed and there may be plans to expand into Lego bricks as well, including bios of every brick to show what it has been through -- sort of like an adoption profile.