Kids’ ideas put the world in play mode for World Play Day
My role
Campaign concept, Art Direction, Design
In collaboration with
Leadership team: Annie Boo, Primus Nair
APAC Creative team: Dale Lam, Adlin Roslan, Karine Tan, Roger Tan, Yong Foo Anne, Erika Low, Matias Choong
Project management: Jenny Chan, June Foo
Production: Playfilms, Spring, M2 Productions, Skymagic, Grand Visual, Evolve Media
World Play Day — celebrated on June 11 alongside the UN’s first International Day of Play — is a global moment where the LEGO Group invites everyone to play more.
This year, we invited kids to imagine how they can make their cities more playful.
I led creative and art direction for this global moment designed to put the world in play mode. Across London, Berlin, Boston and Shanghai, we partnered with artists and creators to transform kids’ wildest ideas into LEGO builds that reimagined urban spaces.
I shaped the campaign concept, visual system, social content, and helped integrate into our campaign the LEGO group’s Build the Change methodology, where we use kids as role models and turn their ideas into LEGO builds and showcase them where it matters. Showing how with imagination we can all make our world a much more playful space.
HOW
We asked kids around the world to reimagine their cities through play.
And brought the ideas to life in a big way with LEGO bricks, taking over digital and physical spaces around the world.
Blurring the lines between imagination and reality.
On World Play Day, we took over the skyline of Shanghai, putting the world in play mode with 1,200 drones.
And to get to where the kids hang out today – online, we put the ideas into the hands of creators from all walks of life.
Collaborating with them to bring play from the screens to the streets.
