BITE Insight

Imagination is vital to progression, and so it is something that should be nurtured and encouraged. And that should start with children. This is the idea behind LEGO and iris’s year-long initiative #LEGOBuildAmazing which is being rolled out in India, Indonesia, Thailand, Vietnam and the Philippines. LEGO believe in fostering creativity and imagination in children, because that is how the next generation will develop their future potential. Imagination needs room to create.

LEGO wanted to demonstrate to parents how encouraging creativity at a young age produces the thinkers and creators of the future. Playtime generates the future potential for success, whatever the child chooses to be.

At the heart of the campaign was the problem that adults can sometimes unknowingly put boundaries on what a child can or is allowed to create. An adult can end up prioritising what they see as successful at the expense of the child’s imagination. So, LEGO put a group of children together in a playroom and gave them one task: to build something that could fly. LEGO then used the children’s creation as the blueprint for an actual build.

The result, after much discussion, was an object that contained all the essential things to the group: a flying rainbow cloud that rained candy. Once the children had built it out of LEGO, the model was taken to a group of students at the School of Aeronautical Engineering at Singapore Polytechnic to make the creation a reality.

The students took on board everything that the children had talked about as well as their final model and they built a life-size, flying cloud that rained actual candy, to the delight and wonder of the participating children.