LEGO’s ultimate purpose is to inspire and develop children to think

creatively, reason systematically and release their potential to shape

their own future. The brand believes that play is a key element in

children’s growth and development. High-quality play enriches a

child’s life and lays a strong foundation for adult life, so that they

have a better chance of growing-up to be what they dreamt of.

This campaign communicates the idea through kids’ dream careers in

different fields, from science, arts to social service. Therefore, we

chose 3 careers to represent each field- astronaut ad for science,

rockstar ad for the arts and firefighter ad for social service. All chosen

careers are inspired by the product- LEGO career sets.