NEWS

Lego launches new global campaign to inspire kids to ‘Rebuild the World’

Published on: 18th September 2019

Backed by musician Mark Ronson, the campaign aims to nurture creative problem solving in the next generation.

The Lego Group has launched Rebuild The World, a campaign to help nurture the creative skills of the next generation. In support of Lego’s world-first global campaign, over 100 children will meet musician Mark Ronson and other inspiring figures, such as 19-year-old David Aguilar who built several prosthetic arms from Lego elements, at the Lego House, Billund, to explore the potential of creativity.

“My whole career has been about working with brilliant, creative people, and seeing where our imaginations take us. Rebuild The World, is a wonderful opportunity to help inspire the next generation of creators who will come up with their own ideas to shape the future of everything from the way we live to the music we listen to,” explains Mark Ronson.

The Lego Group believes that every child is born with incredible creative problem-solving capabilities, but that this creativity should be nurtured so it can become a lifelong skill. The World Economic Forum Future of Jobs Report ranks creative problem solving among the top three skills the job market will require from 2020.

Julia Goldin, chief marketing officer, The Lego Group, said: “Rebuild The World is all about seeing where imagination takes us and celebrating the natural creativity of children. We want to encourage kids around the world to develop and retain these skills as they grow older. With this campaign, we want to inspire people of all ages to play and unleash their creativity to create a world of infinite possibilities.”

Meanwhile, British designer and inventor Dominic Wilcox led a series of Rebuilder Workshops yesterday (17th September). He, along with two other creatives, challenged kids to reimagine iconic landmarks, invent new gadgets and solve everyday problems, all with Lego bricks. Other Lego professionals were also on hand, helping the kids bring their ideas to life.

Kids around the world can also take part by sharing their creations on the Lego Life app or by clicking here. Free Rebuilder Workshops will also take place across the UK in October, where kids can get hands on with Lego bricks and learn essential skills in a fun environment.

Created by the Lego Group’s internal agency with BETC Paris, the Rebuild the World campaign is the most ambitious global brand campaign ever. Directed by the multi award-winning Traktor collective, the adventure follows the chase between a clever rabbit and an unlucky hunter, and can be viewed below.

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