In 2018, to celebrate the 60th anniversary of the LEGO brick’s patent, we launched a campaign that returned to the heart of LEGO play: pure, unfiltered creativity. Rather than over-direct or over-explain, we focused on a simple truth: give kids a pile of Classic bricks, and they’ll show you worlds you never imagined.
Grounded in this insight, the campaign spotlighted how children naturally play: unbridled, unscripted, and overflowing with ideas. We invited 20 kids to dream freely, then transformed their spontaneous creations into charming stop-motion brick films with a series of inspirational posters that honoured each child’s unique imaginative leap.
From whimsical hybrids to impossible machines, their builds demonstrated the extraordinary versatility of LEGO Classic bricks and the limitless interpretations they inspire—no instructions, no rules, just creativity in its purest form.
The result was a joyful, celebratory campaign that asked a timeless question “What Will You Build?” and reminded audiences everywhere that after 60 years, the LEGO brick remains one of the world’s most enduring power source of kids’ imagination.
Behind-The-Scenes
