To create a campaign for the Lego Brand that distinguishes Lego from all the other construction toys in the toy market by highlighting the benefits and points of difference of Lego rather than the detriments of our competitors.
I decided that the best way to prove a Lego product is by testing it and what better way to test Lego than with the bricks themselves. The image below sums up how one contraption can be elaborately large for a very small and simple job. I felt Lego was a lot like this in many ways as when building with Lego, there are no restrictions to what you can build.
I created a campaign that challenges the consumer to test the Lego bricks with their imagination. They build, create and test the Lego and then can share their results and findings online through social media and the Lego Community.