In Taiwan, a country with some of the longest working hours in the world, Lego surprised an overworked dad with a media takeover featuring his own son, as part of a campaign that aims to get parents back in touch with their kids' creativity.
Agency Iris Singapore worked with the brand to create a video that shows a six-year-old boy, Hsiao Feng, using his imagination with Lego and talking about how he could help his father, who sells and repairs cars, by buliding a super-strong car.
Lego then dedicated its media space across Taipei, to allow Hsiao Feng to get his father's attention. The film was aired across 25 out-of-home media screens in the city, including a 100-meter digital screen at Taipei Arena and in Taipei 101, which Hsiao Feng's father would walk past on his way home from work.
This film, which will be launched in Taiwan, Singapore, Hong Kong and Malaysia, captures the father's reaction and realisation that he needs to spend more time with his son and nurture his creativity.
With the campaign, Lego hopes to spark a social conversation, and a change in mindset around the role of imagination. Kevin Hagino, senior regional brand manager, Southeast Asia at Lego, said in a statement: "At Lego, we have a mission to inspire imagination and creativity to develop the builders of tomorrow through play. Our kids are all creative geniuses and we want parents and the world to see how amazing they are. Hsiao Feng's message to his father is a powerful message to all parents. We all have busy schedules -- but a childhood doesn't last forever. Through this film, we hope to inspire parents to value the importance of their child's imagination, and give it the encouragement and attention it deserves."