This is brilliant stuff for LEGO. For anyone who has owned and loved LEGO, this strikes a chord. While we condition our kids to follow the instructions and create a structure as outlined in the booklet (that too is satisfying in its own way), they have other ideas. Literally. And for those not yet initiated into the world of LEGO (how could you?) it makes it attractive by dramatizing the creative possibilities.
Agency: Grey, Paris
If you have seen the movie, the idea connects with you even more.