Background:
The LEGO® brand plays a big role in many kids lives. It invites them to Imagine, build and play out whatever they have in their creative minds and it inspires everyone to see the world in new and playful ways. However, there comes a stage when toys get forgotten. Leaving this sense of play and creativity behind, teenagers can lose their sense of Imagination which has a knock-on effect on the potential to Inspire important change.

The Challenge:
Appeal to teenagers to rebuild their relationship with the LEGO® brand - on their own terms.