The ‘Imagination Builds’ ad series applies two main design elements—children and their imaginations. Three favourite topics of children’s imaginations were chosen, including dinosaurs, extraterrestrial creatures, and fairy tale characters.

In each of these three designs, these beings of imagination all have their attention turned to the child in the centre of the frame, and are helping to ‘build’ these children up, some even holding LEGO blocks to contribute to the outline of the child.

What is special about this execution is that the imagined creatures look real, while the child looks like a LEGO human toy in different careers, such as an archaeologist, artist, and astronaut. This reversal in execution serves to communicate the importance and impact of child’s play. As the child imagines during play, they are being shaped, or ‘built’ by their creative imaginations and developed to their fullest potential, whatever that may be.