LEGO MICROBRIEF

In our tutorial this week we were set a brief by LEGO which was found on D&AD. The brief was to 'Rebuild the World' of teenage creativity'. The challenge was to create a powerful outcome that appeals to teenagers and rebuilds their relationship with the LEGO blocks. The campaign needs to encourage and inspire teens, who have advanced into new creative spaces (music, sport and fashion etc.) to take notice and use LEGO bricks to make creative statements and actions that really matter to them, and the world around them.

Who are we talking to?

The campaign needs to reach teenagers anywhere in world aged 13-18 years old. This is an audience that is speaking volumes on powerful social movement so your ideas need to consider this mindset. Equally they are the generation that has grown up with technology constantly at their fingertips. The LEGO group has the oppurtunity to bring the online world into the physical realm, whilst still enabling imagination.

We were in groups of three to develop our outcome in 45 minutes, so the first step we took was to research LEGO as a brand, the first thing we found was that their mission statement is 'Inspire and develop builders of tommorow' which is very fitting to their product and we wanted our outcome to reflect this as well. Our first idea was that you could send in your own photo and they would create it out of LEGO blocks, as everyone loves to personalise their items at the minute it makes it more unique and personal so we felt this would be appealing to our audience. However after more thought we realised it didn't fit with the part of the brief about helping with a global issue so we kept developing the idea and researching further. As we thought more about LEGO we thought about how they are made out of plastic, which with the current social and enviromental issues surrounding plastic is very positive, so we looked into the plastic they use and their carbon foot print...

After finding out this information we wanted to do something which would encourage teenagers to recycle their old lego pieces, the intial idea was that they would receive a reward, a store voucher or something, but after pitching it to the rest of the group I felt it was quite typical and boring, also it probably wouldn't be that appealing to our target audience and it isn't very interactive or relationship building between the brand and consumer. Therefore I wanted to develop it more to better fit the brief and expand on our ideas. We began by thinking about recent crazes and what has been successful with our target audience and then someone mentioned Pokemon Go which was an app which got everyone talking and playing. The app was made up of interactive ..... where the character would appear on your screen and you could catch the characters around the world. We wanted to develop on this idea and you could go around and find pieces of LEGO to create something on the app, but to make it more personal and relating back to our original idea of creating your own photos out of lego, we decided that the user would be able to upload their photo to the app and then go around and find the pieces to make up their photo in LEGO. But we still wanted to help with the plastic issue so to link this in to the app we decided that we would offer the app exclusively to those who took in their old LEGO pieces which could then be sold on at a discounted price, to stop the production of excess plastic pieces. It also helps to get teens out and about helping with the issue of teenagers staying inside being anti social and technology focused. After they have collected all of the pieces to create their photo they can share the outcome online with their friends and we would also offer the option to purchase the pieces to create their photo in real life, these pieces would be majority from the old pieces which had been recycled.