Green Instructions LEGO

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Overview

In Poland 79.9% of energy is still produced using coal. The country has some of the most polluted air in Europe, but there is zero education in schools about this important issue. As a part LEGO’s new global “Rebuild the World” positioning, we created a local expression of this ambition, aimed at Poland’s growing younger population. ‘Green Instructions’, turns existing LEGO sets into greener versions, using LEGO bricks as a language of communication with the next generation—turning cars into bicycles or scooters, planes into electric trains, and coal mines into electricity generating windmills.

Capability

  • Customer Engagement & Commerce
    Public Relations & Influence

Team

  • Warsaw
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