challenge
to reignite gen z’s love for lego.

solution
without the ability to vote, teen’s voices are going unheard on an issue that affects them most: gun violence. lego wants to encourage gen z to speak out and come together to let the world know that they deserve better.

“break this” does just that. by using a gun built with lego pieces intended to be broken, teens come together as a unit to take a stand; instead of “build this” we want teens to break and build something better. with social campaigns linking to petitions, gen z can make sure they will not be silenced.

creative team
julia heydemann, anastasiia cherniavska, rik nieuwdorp

miami ad school berlin / 2020

challenge
to reignite gen z’s love for lego.

solution
without the ability to vote, teen’s voices are going unheard on an issue that affects them most: gun violence. lego wants to encourage gen z to speak out and come together to let the world know that they deserve better.

“break this” does just that. by using a gun built with lego pieces intended to be broken, teens come together as a unit to take a stand; instead of “build this” we want teens to break and build something better. with social campaigns linking to petitions, gen z can make sure they will not be silenced.

creative team
julia heydemann, anastasiia cherniavska, rik nieuwdorp

 

miami ad school berlin / 2020