Fixing a fixated broken tradition
with Lego Bricks
with Lego Bricks
In the UAE, fathers spend less than an hour a day with their children. Father’s Day should help change that, but instead, it’s filled with the same forgettable gifts, bought last minute and forgotten just as fast.
LEGO turned that ritual on its head. By transforming the most ordinary Father’s Day gifts into LEGO building experiences, we replaced objects with time. Thirty-second unwrapping moments became hours of meaningful connection, built together in-store or at home.
LEGO turned that ritual on its head. By transforming the most ordinary Father’s Day gifts into LEGO building experiences, we replaced objects with time. Thirty-second unwrapping moments became hours of meaningful connection, built together in-store or at home.
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