The LEGO Group – More than Perfect

For over 90 years LEGO play has been the ultimate creative medium for children. But all too often LEGO bricks are perceived as a gendered play brand –
and as a result, they were losing relevance with girls and their parents. The brief was to create an ‘earned’ film and supporting assets to address this issue, capture hearts and minds of parents and to help girls ‘play unstoppable’.

Our response hinged on the insight ‘Your voice becomes her inner voice’.  ‘More Than Perfect’ explores how the ‘pressure of perfection’ and everyday language impacts girls’ creative confidence from as young as five. The approach took the form of a social experiment to highlight the effects of language, giving girls the stage to tell it how it is, in their own, unscripted words.

Backed by a global study of 70,000 parents and children, the film and supporting KV’s launched globally with a suite of learning resources for parents and teachers to help change the narrative. Just launched globally it’s been picked up by mainstream press and hailed by the brand as a huge success.