LEGO BELIEVES THAT PLAY IS A KEY ELEMENT IN A CHILD’S GROWTH AND DEVELOPMENT. HIGH-QUALITY PLAY ENRICHES A CHILD’S LIFE AND LAYS A STRONG FOUNDATION FOR ADULTHOOD, SO THAT THEY HAVE A BETTER CHANCE OF GROWING-UP TO BE WHAT THEY DREAMT OF. TO COMMUNICATE THE BRAND BELIEF, WE CREATED AN AD SERIES TO VISUALIZE THE IDEA TO CONSUMERS. WE UTILIZE THE VISUAL OF A KID BUILDING WITH LEGO BRICKS IN THE SHAPE OF HIS/HER DREAM CAREER. THE LEGO BRICKS THAT ARE BEING BUILT SYMBOLIZE THE KIDS’ DEVELOPMENT, WHICH GRADUALLY GROWS BIGGER AND CLOSER TO THEIR DREAM FUTURE. THE KEY AUDIENCE ARE CHILDREN AND PARENTS. THE SERIES WAS CREATED TO ATTRACT BOTH GROUPS BY UTILIZING FUN AND EYE-CATCHING VISUALS TO ENGAGE CHILDREN WHILE COMMUNICATING HOW THE PRODUCT CAN IMPROVE THE CHILD’S FUTURE TO ATTRACT PARENTS (WHO ALWAYS WANT THE BEST FOR THEIR KIDS). THIS CAMPAIGN COMMUNICATES THE IDEA THROUGH KIDS’ DREAM CAREERS IN DIFFERENT FIELDS, FROM SCIENCE, ARTS TO SOCIAL SERVICE. THEREFORE, WE CHOSE 3 CAREERS TO REPRESENT EACH FIELD- ASTRONAUT AD FOR SCIENCE, ROCKSTAR AD FOR THE ARTS AND FIREFIGHTER AD FOR SOCIAL SERVICE. ALL CHOSEN CAREERS ARE INSPIRED BY THE PRODUCT- LEGO CAREER SETS.