Lego builds Singapore of the future for SG50, with help from kids

Client: Lego Singapore

Agency: Iris Singapore

Market: Singapore

Name of campaign: Rebuild

Details: For SG50 Lego Singapore wanted to promote ‘Kampung Spirit’, the spirit of mutual consideration. ‘Rebuild’ started with Lego enthusiasts in Singapore envisaging what the city might look like in the next 50 years, and then inviting the builders of tomorrow (children) to ‘rebuild’ it. Parks replaced skyscrapers, homes replaced offices, and families were brought closer together.

Press release quotes:

Dan Luo, Country Manager, LEGO Singapore:

We saw what progress looks like through the eyes of six-year-old kids, what their dream city would be. It was fascinating to see what their priorities were for Singapore. Sometimes we might lose what is most important in the pursuit of development – spending time with loved ones, and taking care of our communities. That is what togetherness is all about, and that is what celebrating SG50 is all about.

Ed Cheong, Creative Director. Iris Worldwide, Singapore: 

As a Singaporean born and raised, I’m proud to have witnessed the rapid progress made by our young nation. But beneath the sleek skyline of our metropolis are age-old values and characters that make a global city—home. Celebrations aside, we wanted to deliver a powerful reminder to fellow urbanites that even when we do arrive at SG100, some things should never be forgotten.

Campaign Asia-Pacific comments: You had us at 'Lego'. But we also like the introspective nature of this work. Rather than pretending as if everything about Singapore is perfect, the work allows one of its child participants to heartbreakingly raise the issue of balancing work and home life—often a difficult act for parents in a country that's so driven to succeed. It's a great message about creating a future that not only ensure economic success but also does right by all of the country's citizens. Perhaps there should also be an episode that speaks to the integration and acceptance of people from various cultures and social strata.

CREDITS

Client: LEGO Singapore Pte Ltd
Senior Regional Brand Manager: Kevin Hagino
Senior Digital Marketing Manager: Ivan Zeng
Brand Manager: Low Wei Li
Creative Director: Ed Cheong
Creative Group Head: Shawn Foo
Senior Creatives: Sylvester Poh, Adam Yeo
Regional CEO: Luke Nathans
Senior Account Manager: Ashley Leong
Senior Account Executive: Sharon Chan
Planning Director: Adil Ismeer