Singapore is all about progress at lightning speed. As the 3rd richest country in the world, the young nation's 50th birthday was the perfect occasion for LEGO to question the price of this progress. Taking cues from the sleek global metropolis that the nation has transformed into today, LEGO imagined what another 50 years might resemble in the future.

Only to invite children for a social experiment to rebuild what we had envisioned. The innocent yet poignant way the kids played and tampered with our futuristic build reminded Singaporeans on what makes a world class city still feel like home.

Beginning from June 2015, via the social media channel of LEGO, we first launched the call for entry for Singaporeans both young and old to submit their own sentimental memories of Singapore recreated with LEGO. Followed by the introduction of 6300 exclusive sentimental builds for redemption via purchase in retail. As sentiments were built, emotions truly ran high with the introduction of our social experiment film - Rebuild. Which coincided with our on-ground retail activation in July at one of Singapore's most popular mall where the most prized and iconic SG50 mini-build was available for redemption with purchase. August the 9th being Singapore's National Day when SG50 was truly celebrated.

Although LEGO wasn't a homegrown Singaporean brand, PR Week ranked the campaign as the number one marketing effort for Singapore's 50th birthday. The value of earned media measured at $1.9 million - with coverage from both local media to leading international publications like Fast Company, PSFK, and CNet. In retail, all 6300 mini-builds were redeemed in record time, with redemption rate 28x faster than past LEGO promotions. Social reach was estimated at +5 million with +75k likes, comments and shares. Growing an already large fan page by 12%. As positive emotions ran high, sales increased by 41% over projections.