🤸🏻♀️ For way too long, we’ve seen girls as role players when it comes to building with bricks. The reality is they are, like any other kid, bold creators! So, it was about time to encourage them to unleash their latent creativity!
In 2024, we launched a cross-franchise campaign showcasing a wide range of products designed to empower girls around the world to live up to their creative potential from an early age. Because when they feel free to explore and build the worlds they imagine, they’re not just playing —they’re shaping the unstoppable women they’ll become!
A project coherently executed ensuring the intention and message were aligned with how it was brought it to life, being built by a diverse team of women leading direction, music, art direction, writing, strategy, and production. An almost exclusive female troop that combined their talents and strengths to show girls that they can create anything!