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.

The campaign came out in several major cities including London, Paris, Beijing, Mexico City, Berlin, San Francisco and New York. The outdoor work included billboards and DOOH.

Children were let loose at seven prominent UK landmarks including the Shaftesbury Memorial Fountain at London’s Piccadilly Circus, where lego sharks could be spotted lying in the waters. In Birmingham, a bronze Bull statue sports a surrealist rainbow mane and a pair of ruby red lips while a Lighthouse in Cardiff’s Roath Park has an absurd addition in the form of a giant octopus leg.

One of the best campaigns Kantar has ever tested : Scores considered "exceptional" in the 3 largest markets (US, Germany and China): 90th percentile or better, i.e. in the top 10% of the best campaigns in all categories, in terms of accreditation, commitment, intention to buy, and key items for brand equity in the long term.