Leg(g)o Lego The Power of Play, D&AD New Blood 2020
In the 1940's the joyful instinct to play was recognised as a human need for all ages. However, its relevance diminished over the years, being left only as a human right for younger children.
When teens play they are chastised for the use of screens and childish pranks.
But in times like these, teens need play more than ever.
We say play is play. No one better than LEGO understands the power of play to reduce anxiety and pressure.
LEGO will help celebrate how teens play, where teens play and help Gen Z to rebuild their world.