Lego’s ultimate purpose is to inspire and develop children to experience the endless human possibilities that come from limitless imagination. The ads aim to communicate to children and parents that when it comes to imagination, every size and every difference matters. The ads utilise the visuals of three favourite objects: a dragon, a spaceship and the Empire State building – each of which come in two different scales, patterns and details. The campaign inspired parents to see and encourage children’s limitless imagination with Lego.
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