LEGO shows why 5 minutes is all a child needs to 'Brick the Rules'

LEGO's latest campaign "Brick the Rules" shows how five minutes and being told not to do something is all the invitation a child needs to "Brick the Rules", building and playing with imagination. Done in collaboration with Grey Singapore and Dubai, "Brick the Rules" captures the truth that playing with LEGO bricks allows children to not only enjoy the cars they are passionate about but also helps them express themselves freely and give them a space to develop their creativity.

The video opens with a parent telling the children "I'll be back in a minute. Don't play in the living room". The children, who are shown to be reading books when the parent walks out, shoot one another sneaky glances and jump into action as soon as they are left alone. This results in "chaos" as the children begin building their own toys from LEGO blocks. The campaign, which includes online video, social content, eCommerce, posters, and in-store materials, will run in UAE, Saudi Arabia, and South Africa.

According to the Grey creative team, the project required the team to break, or rather "brick" some rules too. In fact, this was a borderless effort between the Dubai and Singapore studios, shot with a production house in Brazil, while the client was in South Africa. This resulted in a fun, eye-catching, and with several hours invested behind the craft and editing, the team said. The launch of the campaign follows LEGO's unveiling of its new vehicles from LEGO City, LEGO Speed Champions, LEGO TECHNIC, LEGO Creator, LEGO Friends and LEGO DUPLO. 

Meanwhile, the LEGO group plans to expand its digital offices in Shanghai, London, and Billund to accommodate the growing team which is set to triple in size to more than 1,800 globally. This follows the opening of a new Copenhagen digital office built to support LEGO's long-term digital ambitions. Additionally, the company will also double down on its digital investment across all areas of its business, ranging from play to shopping and technology infrastructure. As such, LEGO is looking to recruit staff such as engineers, product managers, UX/UI designers, technical programme managers and more to support its expansion.

Chief digital and technology officer, Atul Bhardwaj, said that its digital transformation is "one of the single largest investments the Group will make in a generation". He added that "We’ve been blending physical and digital experiences for many years and are excited by our progress. But, we have big ambitions so are accelerating our investment and expanding our digital team".

Related articles: 
LEGO to triple digital team to over 1,800 globally
Sony and LEGO's parent firm pump US$2bn into Epic Games
LEGO and Epic Games partner for kid-friendly and 'creatively inspiring' metaverse
Grey Group China nabs Apple iPhone agency side strategy lead for China market