Content Creation Strategy

To mark the occasion of Singapore’s jubilee, LEGO saw an opportunity to reflect on the city’s growth. Six year old children were invited to rebuild a futuristic vision of Singapore built from LEGO. Parks replaced skyscrapers, homes replaced offices, and families were brought closer together. We saw what real progress looks like through the eyes of six-year-old kids, and what their dream city would be to grow up in. It was ranked as the number one SG50 campaign by PR Week and with nostalgic mini-builds released, LEGO also achieved its highest sales ever recorded in Singapore.