When kids become teenagers, they’re swept into new interests and LEGO gets left behind. We’ll make LEGO relevant again, by turning it into a tool to fight for the environment. Teens are passionate about environmental issues, so we’ll create a social movement that helps save endangered species through the power of creativity. We’ll get teens to use their imagination and create new species with LEGO, to raise awareness for all the ones we have lost, and upload them to social media. Their creations will be turned into OOH and ambient installations, to reach more people and raise money for WWF.