LEGO: Green Instructions

LEGO, a brand of plastic construction toys, launched its Green Instructions campaign in Poland, whereby it included additional instructions to existing LEGO sets which made objects more environmentally friendly.

Campaign Details

Brand: LegoIdea: OgilvyCountry: Poland

Why is This Work Relevant for Creative Strategy?

As a part LEGO's new global "Rebuild the World" positioning, we created a local expression of this ambition, aimed at Poland's growing younger population. We launched new 'Green Instructions': additional instructions to existing LEGO sets - which let turn them into greener versions. Using LEGO bricks as a language of communication with the next generation.

New instructions to turn cars into bicycles or scooters or coal mines into electricity generating windmills. All this to educate the next generation about a brighter...

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