Lego

2020 Cannes Future Lions Entry

Runner Up in the RMIT Awards judged by the IAC Committee

Put creative play back on the agenda and show kids how they can realise great things when they are left to play. Focus on the act that is inherent in the Lego brand; to build & rebuild.

The Insight

Whilst the internet offers kids ever-changing content, the old school toy remains stagnant. 

Single-minded Proposition

Play is everywhere.

Mission

Provide children with a place where their real and virtual worlds collide.

Now, children can build their world with just one scan.

"Really well thought out insight and a very clever idea.

Love the use of tech to evolve the perceptions of lego and bring kids back to the bricks.

Great understanding of the problem and brief."

- Matthew Stoddart
Creative Director at TBWA Melbourne

The 2020 Cannes Future Lions competition was postponed due to Covid 19, so RMIT created their own awards.

 

Scan Build Play was judged as one of the best in the cohort; awarded runner up. The awards were judged by RMIT IAC Committee (including industry fellows such as Stefanie Digianvincenzo, Matthew Stoddart, Daniel Pizzato, and more)

Designers: Charlotte Stanboulgtis & Carina Boyle, Strategist & Copywriter: Mackie Simmons, Art Director & Production: Ruby Koco