Billy Porter joins Lego to help kids get creative in 'Rebuild the World' content series

The campaign also includes videos with creators including artist Alexa Meade and architect David Adjaye

Published On
Apr 12, 2021

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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. 

Credits

Date
Apr 12, 2021
Client :
Lego
Agency :
We Are Social Studios
Head of We Are Social Studios :
Jo Lumb
Lead Producer :
Sophie FitzGerald
Head of Creation :
Peter Johnson
Head of Production :
Charlie Henniker
Producer :
Geggs Abbott
Global Senior Digital Editor :
Jonathan Gaiger
Social Influencer Partnerships Manager :
Gemma Albin
Senior Brand Manager Global Brand Development & Activation :
Charlotte Lor
Director :
Coral Brown
DOP :
Alexa Meade
DOP :
David Bourke
DOP :
Billy Porter
DOP :
Adam McDaid
DOP :
Sir David Adjaye
DOP :
Apagnawen Annankra
Editor :
Alexa Meade
Editor :
Sir David Adjaye
Editor :
Liam Bream
Casting :
Sir David Adjaye
Casting :
Michele Difrancesco
Casting :
Paladino Casting
Graphics :
Eve Meara
Mix & Design :
Sullie Burgess
LA Service Company :
GLAM PR
NYC Service Company :
Kin Films
Accra Service Company :
Francis Kokoroko
Talent Management :
exposure
Head of Partnerships :
Joe O’Brien
Client Partner :
Production :
Electric Theatre Collective
Grade :
Connor Coolbear

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