Lego: The Right Excuse

On a one fine Friday, we decided to join a 1-hour competition to crack an idea for LEGO, with everything compiled into just 5 slides. The challenge was to create an idea that gets kids playing on World Play Day – turning June 11 into a global moment that celebrates and encourages play.

Even though this was the most thrilling 60 minutes of our advertising career, we managed to crack an idea!

LIA Creative Liaisons Young Creative Competition in collaboration with Lego (2026)

Copywriter: Wei Zi Chin 

PR Campaign
Activation

Result? We made it into the top 10! We lost eventually, but this doesn’t stop us from trying again next time ︎︎