For its “Imagine” initiative, LEGO was trying to create more buzz about LEGO. The problem was that its advertising was lacking any inspiration.
LEGO approached my team for an easy-to-execute idea that could inspire everyday imagination for kids and adults, bringing back people to its favorite form — classic bricks.
The idea was spawned from all the construction wrap that companies use around Seoul to mimic LEGO buildings. LEGO was super pumped and gave us the green light.