LEGO Ashton Cofer.
Celebrating an inventor who grew up playing with Lego.
Challenge:
Lego wants to revert the trend against free play and prove to parents its importance in developing the creativity and imagination of children.
Idea:
To do that, we rallied the help of Ashton Cofer, a seventeen years old inventor with several patents under his name, who grew up playing with Lego. He's a living proof of the benefits to the imagination and creativity one gets from playing with Lego. So the brand is launching a set based on his patents.
Mechanic:
The set will be launched on October 2nd, International Children’s Day, with a special event hosted by LEGO.
1 - LEGO and Ashton Cofer will host lives, teaching parents and children how to assemble each set.
2 - We’ll encourage children to build and submit their own creations using the pieces in their Ashton Cofer sets.
3 - The best creations will be exhibited at The National Inventors Hall of Fame Museum, which is in the same building of the United States Patent Office, where a virtual walking tour will be offered for everyone around the world to see.
4 - LEGO will commit to helping these new inventors patent their ideas and even back their development with a financial investment.
Creation director: Ivan Azevedo.
Storytelling director: Paula Vasone e Ivan Azevedo.
Art director: Carolina Vasconcelos.
Copywriter: Belen Fernandez.
