Creative Circle Awards - Best of Category, Gold
Hall of Fame - Gold
PR Award - 2 x Gold
Ranked #1 SG50 Campaign by PR Week

In 2015, Singapore celebrated its 50th year of independence. For the young but highly successful nation, this was a huge and momentous occasion. Local brands naturally seized the moment and plenty of marketing activities were in full swing. 

But what if you were a Danish brand? 

True to the Lego spirit of building, we didn't just add to the celebratory bandwagon. While it was undeniably impressive that Singapore transformed from a fishing village into a world-class metropolis, we held a social experiment through play to uncover what feels like home to Singaporean kids.