I like this from Lego, who recently released an ad that emphasised how the building bricks help release a child’s inner creative; ‘Rebuild the World’. This was inspired by research that showed a ‘crisis in creativity’, as we are seeing kids’ creative skills diminish, and there is less of a focus on teaching our children how to be creative, as academic skills take precedence.
Apparently, the success of this spot won’t be judged on sales, it’ll be judged on how much Lego is considered a creative activity.
In an interview with Contagious, a Lego man (sorry), said: “This isn’t a sales-based campaign, there are other ways to drive sales. Ultimately, it’s about making sure that we are purchased for the right reason.”
In the current climate of capitalism, consumerism and general negativity, this feels like an admirable statement that deserves recognition.
