LEGO: REBUILD THE WORLD.
D&AD New Blood Brief & Final Semester ProjectA project produced as part of a D&AD Award Brief for LEGO, where the mission was to investigate into a method to 'Rebuilding Teenage Creativity', with the use of LEGO blocks as the main solution.
I had further developed this as a 12 week University project, covering different campaigning methods, advertising the idea and using Augmented Reality as the main feature.
This Project featured in Loughborough university’s ‘Best in Class’ showcase. 
PROBLEM.
Engineering is a crucial discipline, affecting all aspects of life. However, 75.5% of secondary school students don’t know what engineers do, leaving such an important practice out in the open, with a lack of awareness surrounding it.
INSIGHT.
The government has already invested over £7 million into career education, yet it hardly scratches the surface of what’s needed to help young people carve out a career path.
SOLUTION.
At LEGO, we see this as an opportunity to rebuild the world by laying the foundation for the future generation. With the support of AR technology, LEGO are hosting a ‘build a bridge’ competition nationwide to encourage ‘building with a purpose’ through visual learning and teamwork in schools.
THE PROCESS.
LEGO will host presentations across the UK and give interested schools the opportunity to explore their LEGO office in London. By doing this, students will be able to gain an insight into the various cogs needed to run a worldwide brand like LEGO.
THE COMPETITION GUIDE.
LEGO’s exclusive guidebook will act as a fact book on the disciplines of engineering and the construction of bridges. It will also provide information on the competition, including the criteria the students will follow to construct an award winning bridge. By doing this, LEGO will encourage students to think ‘outside the block’ and use their initiative to ‘Build, Unbuild and Rebuild’.
‘The Foundation of Building Bridges’.
Encouraging this age group to build with a purpose is an important reason this competition exists.
They need a reason to get involved with using LEGO bricks, so introducing an element of learning all about the engineering of building bridges in LEGO terms will raise awareness and build knowledge surrounding this crucial discipline, but also as a form of preparation for them to create with an understanding of the practice.
The use of Augmented Reality technology will be introduced before the competition begins, where they will be able to interact with this Competition Guidebook to encourage digital learning, and giving them an enhanced incentive to learn all about how bridges are formed.
INSTAGRAM FILTER.
69% of teenagers with access to the internet in the UK use instagram daily.
LEGO can use this opportunity to promote the competition across the country through the introducing the Augmented Reality idea with the ‘Build a Tomorrow’ instagram filter.
Users can interact with this, viewing the logo animate onto the headwear. Lego will provide an incentive for users to interact with this filter. Those who share their selfies on story, using both hashtag and tagging LEGO, they will be entered into a giveaway of random popular LEGO products, to encourage building and reinvesting interest in the brand.
INTERACTIVE POSTERS.
LEGO will place a series of posters around schools displaying famous bridges from across the world, using using the ‘Rebuild The World’ and ‘Build a Tomorrow’ captions to promote the competition.
With the help of Facebook powered software Spark AR, LEGO will give students the chance to use The Lego Virtual Interaction option on its Instagram page, alongside the Build a Tomorrow helmet filter.
Using their smartphones, this option will enable users to scan and interact with the ‘Rebuild the World’ Posters to gain an insight into the endless possibilities that LEGO products can be used for. The scan will give users a 3D viewing of famous bridges around the world using LEGO bricks, exploring the narratives and deeper engineering facts surrounding how they were built.
