LEGO Korea _ "All Friends (FPO)"
LEGO Korea wanted to create a campaign to show the brand value through a new generation of LEGO Friends chracters. The new generation, revamped series includes characters who are different from others including Autumn, a character with an arm limb difference, Fionna, a character with Down Syndrome, and Jordin, an original character with vitiligo, and more characters to speak about differences, show human side of children, and promote inclusion within the LEGO Friends franchise.
However, the franchise hadn't gained significant popularity in Korea due to competitive toy market and different preferences; the client wanted an campaign to create buzz, and raise awareness of LEGO Friends.
To address the challenge, the concept was designed to create cast covers, and prosthetic featuring graphics and characters from LEGO Friends; to convey the message that we are all friends regardless of our differences, and give children with these challenges a moment to feel more confident and smile.
The cast covers could feature bright colours and graphics, distinguishing them from ordinary casts and boosting children's confidence. For prosthetic limbs, the brand could either produce them through manufacturers or partner with existing content creators who use 3D printing technology to create prosthetic for children with Phocomelia syndrome and other conditions.
The creative could generate significant media coverage, presenting an opportunity for LEGO to be more relevant uphold its reputation as a brand ranked first in Global Corporate Responsibility Study in various years.
The project was scrapped for budgetary issue, and I'm currently looking for a brand/agency to shed a light to the idea.