Rebuild the world

Why are adults so uncreative ?

In recent years, much of Lego’s growth has come from an ultra-successful franchise model (Star Wars, Disney, etc.), but the licensed worlds gradually took precedence over the brand itself. For a lot of people, the LEGO® brand has become diluted.

A recent NASA study revealed that while 98% of children display genius-level creativity. This drops to just 2% by adulthood. But we, more than ever, need creative solutions to our biggest challenges. So we decided to make LEGO the ultimate creativity brand empowering kids to rebuild the world in the right way.

Rebuild the World

Rebuild the World is a global initiative empowering kids to unbuild what’s not working and rebuild it better. The way things are is not the way they must remain. If you dream a better world, you can build it with LEGO. Every one can build, unbuild, and rebuild without limits. Directed by the famous and multi-awarded Traktor, the film unveils an all-LEGO world filled with whimsical creations and playful Easter eggs that celebrate the brand’s past and present across generations.