Lego and Jung von Matt, Stockholm, have teamed up for a promotion that sounds like any parent's worst nightmare: Guess what your kid's artwork really represents.
Kids from the ages of two to five will decorate the windows of department store NK for an evening, using Duplo blocks, with consumers having to guess what they're making. Viewers can watch either through the windows or on a website in real time.
The first person to discover what the kids are building will win Duplo worth 5000 Swedish kroner.
In this adorable promotional video, the kids give us some clues. ("It smells strawberry -- in detergent," is one hint.)
For more on this work, visit Creativity -Online.com.