We took the analogy of tug of war and used it to illustrate how kids are constantly pulled toward their interests in childhood toys while also being pulled into their teenage lives.

The execution had to be relatable, create a sense of urgency leading up to summer break and still be as fun as the park itself. We took the approach of an illustration. Inspired by the life of a kid growing up, we created a campaign where the kid is being pulled between two aspects of his/her life — childhood versus teenage life.

With LEGOLAND being a destination for kids 2-12 years old, this campaign created the urgency for parents to bring their kids to the park at the appropriate time, and not wait until they were older.