To communicate the brand belief, we created this ad series to visualize the idea to consumers. We utilize the visual of a kid building with LEGO bricks in the shape of his/her dream career. The LEGO bricks that are being built symbolize the kids’ development, which gradually grows bigger and closer to their dream future.

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.

After the campaign launched on different communication mediums, campaign awareness rose rapidly among the target consumers. Brand positioning was strongly emphasized and recalled; consumers remember the LEGO brand as more than just a toy. It became a way for parents to help build a better future for their kids.