Title	REBUILD THE WORLD
Brand	LEGO
Product/Service	LEGO
Category	F07. Corporate Purpose & Social Responsibility
Entrant	BETC Paris, FRANCE
Idea Creation	BETC Paris, FRANCE
Production	STINK STUDIOS Paris, FRANCE
Production 2	GREEN UNITED MUSIC Paris, FRANCE
Production 3	GENERAL POP Pantin, FRANCE
Post Production	LES DEMONS Paris, FRANCE
Post Production 2	MIKROS MPC ADVERTISING Paris, FRANCE

Name	Company	Position
Rémi Babinet	BETC	Chief Creative Officer
Agnès Cavard	BETC	Creative Director
Valérie Chidlovsky	BETC	Creative Director
Nicolas Amiard	BETC	Art Director
Roman Ducos	BETC	Art Director
Landry Stark	BETC	Art Director
Valérie Chidlovsky	BETC	Copywriter
Arthur Cieutat	BETC	Copywriter
Chrystel Jung	BETC	Copywriter
Pascal André	BETC	Copywriter
Olle Bengtsson	NA	Photographer
Dominique Verot	BETC	Agency Mangement
Isabelle Picot	BETC	Agency Management
Benjamin Merllié	BETC	Agency Management
Thomas Gracia	BETC	Agency Management
Leslie Adam	BETC	Agency Management

Please tell us how the brand purpose inspired the work

According to a recent Nasa study 98% of children exhibit genius levels of creativity but by adulthood, that number falls to just 2%. At a time when the world is crying out for creative solutions, society is training kids not to think creatively. So, Lego wondered what could be done today to inspire the builders of tomorrow. We came up with Rebuild the World, a global initiative that empowers kids to unbuild what’s not working, and rebuild it better. To imagine a world beyond the status quo with endless possibilities of building and rebuilding with Lego bricks. We made a campaign for the streets and then we rebuilt the streets. We showed kids there are no histories we can’t rewrite and no endings we can’t change. The Rebuild the world movement spread and was shared. Children made it their own and workshops were organized for them to rebuild Lego.