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. We launched new ‘Green Instructions’: additional instructions to existing LEGO sets - which let turn them into greener versions. Using LEGO bricks as a language of communication with the next generation.

New instructions to turn cars into bicycles or scooters or coal mines into electricity generating windmills. All this to educate the next generation about a brighter future.

Green Instructions are also a part of LEGO Group ambition to create a sustainable future for our children.

To help launch the new global LEGO positioning of ‘Rebuild the world’ into Poland, by finding a relevant link to the country’s local culture and the brands core target audience. Our campaign needed to measurably position LEGO with relevance to its target audience and make Consumers aware of its wider long term ambition to be a more environmentally friendly company.

LEGO’s Group ambition is to create a sustainable future for our children. LEGO group is already 100% powered by solar and wind Energy, and the brand already invented 80 new types of bricks from eco-friendly sugar cane. By 2030 all LEGO bricks will be made from this material.

With LEGO’s new global “Rebuild the World” positioning we had to give Polish school age children, their teachers and their parents an impactful tool to start changing the future of the local environment which is in poor condition (79.9% of energy comes from coal mines and the country has also most polluted air in Europe).

Our campaign needed to measurably position LEGO with relevance to its target audience and make Consumers aware of its wider long term ambition to be a more environmentally friendly company.

First, we discovered that because in Poland 79.9% of energy is still produced using coal, the government does not want to educate the young generation about how human behaviour influences climate change.

Polish children have been protesting and demanding to learn about the environment, but the Minister of Education’s statement was that “There is no need for lessons in schools on climate change”.

We thought that the LEGO bricks which are elements of children’s ‘native’ language could be a way of communication with the next generation.

We organised a test workshop at the largest LEGO exhibition together with ecologists telling children what is better for the environment using Lego examples, and we noticed that they were very interested in this way of education. We started to think how to make an event out of it on a larger scale.

Creation of new climate change education based on rebuilding existing popular LEGO sets into greener versions. New additional ‘Green Instructions’ which turned planes into electric trains, cars into bicycles or scooters, and coal mines into wind power stations. All to demonstrate how people can reduce the impact on environment and to educate the next generation about a brighter future.

When the global lockdown came, we added to the campaign - online lessons based on the same ‘Green Instructions’ led by one of the most popular Polish teachers. We made these lessons available to everyone. Soon teachers from all over the country discovered them and started using them in their own classrooms. Our message has already found its way into a large number of schools across Poland.

100% positive reaction from over 23,000 comments posted by parents, teachers and kids on our social channels. Organic participation by popular Polish celebrities with over 1.5 million followers. 723 schools decided to download the video lessons. Over 2 million impressions recorded in the first 2 weeks of our launch.

Despite governments public resistance to introducing this type of education into schools, 723 schools downloaded our lessons, creating widespread climate control education for the first time in Polish history.

Our campaign also started an important national conversation about climate change, whilst showing our audience how aligned LEGO is the rebuilding of a better world.