Lego is continuing to evolve its "Rebuild the World" campaign aimed at tapping into kids' creativity, this time via a series of content collaborations with well-known creators.
Three videos, created via We Are Social Studios in collaboration with Lego's in-house Lego Agency, feature Broadway actor and fashion icon Billy Porter, U.S. perspective artist Alexa Meade and Ghanaian architect Dir David Adjaye. In each film, the idea is that the creators work with the kids and help them unleash their own creativity, but it goes both ways; the kids' creativity inspires the adults, and as Porter says, "they were teaching me stuff."
The talent was directed over video call by U.K.-based director Coral Brown, with the whole production produced remotely from the U.K. due to COVID-19 restrictions.
“For this series of productions we knew we needed to work with some of the most talented creators around in order to bring the boundless creative ideas of kids to life," said Peter Johnson, head of creation at Lego, in a statement. "Alexa Meade, Billy Porter and Sir David Adjaye have all unlocked kids’ imaginations and rebuilt their creations in distinct and different ways."
Lego's ongoing global "Rebuild the World" campaign, first launched in 2019, is focused on the idea of the next generation making the world a better place, as well as encouraging qualities like resilience and collaborative skills. It has included ads, social media calls for kids' creations and a giant installation at its HQ made up of kids' ideas.