I have noticed that my daughter rarely assembles a LEGO toy following the instructions that come with the box. As per the box, she could be asked to assemble a house but she will end up assembling a tower or something else out of it using the same blocks – totally out of her imagination.
This campaign for LEGO, released in October 2010 captures this insight beautifully.
Agency: Leo Burnett, Moscow
This campaign won the Grand Prix in Art Direction & Design at the Golden Drum Awards, 2011.