Taiwan has an ongoing problem of long working and schooling hours. News coverage of recent times has reported that a large percentage of working parents spend merely 30 minutes each day with their kids. Time mostly spent over grades and schoolwork.

As a brand that has always believed in building together, with a view to promoting its City Franchise, LEGO briefed the agency to address this issue head on and spark debates and conversations around the lack of attention and priorities given to collective playtime.

The precious imagination and playtime of a child that was captured ran on all the media that we took over for 2 days. The placements were strategically targeted on big-screens in high-traffic business areas such as the Taipei Arena, SongShan and ZhongShan district, as well as major department stores and cafeterias all over Taipei where parents frequent during lunch hours or after work. Furthermore, we ran digital ads on business-related sites as well as Youtube to cover all bases of business and leisure time. This allowed us to reflect the genuine surprise and conversations that sparked around Taiwan in our PR film.

In the second wave, we amplified the PR film across all markets through thought-leading publications such as Mashable and Huffington Post that spurred other regional and local publications to pick up the news.