# Future-Building LEGO Ads Lego's Build the Future Campaign Encourages Kids to Be Whoever They Want By Ell Smith | Published 2017-06-30 | Life-Stages Source: Trend Hunter, https://www.trendhunter.com/trends/legos-build-the-future References: [fubiz.net](http://www.fubiz.net/en/2017/06/30/creative-new-lego-print-campaign-2/?utm_source=feedly&utm_medium=webfeeds) & [ogilvy](http://www.ogilvy.com/) [LEGO's](https://www.trendhunter.com/trends/lego2) 'Build The Future' is an adorably imaginative campaign that's encouraging young children to explore their creative side by using LEGO to build the job of their dreams. The ad features young boys using the [building blocks](https://www.trendhunter.com/trends/lego-education-science-kits) to build the men they want to be. One child dreams of being a rock star, the other an astronaut and the last, a firefighter. The boys are seen inside of the half-made suits, implying they're spending everyday adding an extra block to help build their future. The creative team responsible, The Ogilvy Thailand Group wanted the brand to keep its place in the [imaginations of children](https://www.trendhunter.com/trends/superpower-studios-initiative) and adults alike. This ad thrives on both the nostalgia of sentimental parents and the creativity and excitement of young children. ## Trend Insights (Trend Hunter) - Score: 5.0/10 - Popularity: 57% | Activity: 85% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Alpha - Top markets: Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Life-Stages](https://www.trendhunter.com/life-stages) > [Youth](https://www.trendhunter.com/youth) ## Key Themes ### Why This Trend Is Growing - **Imaginative Advertising:** Opportunity for businesses to create engaging and creative ad campaigns that capture the imagination of both children and adults. - **Empowering Children:** Opportunity to develop products and services that empower children to explore their creativity and envision their future. - **Nostalgia Marketing:** Opportunity to leverage nostalgia to appeal to sentimental parents and create emotional connections with consumers. ### Industries Being Reshaped - **Advertising:** Disruptive innovation opportunities in creating imaginative and engaging ad campaigns that resonate with consumers. - **Toy Manufacturing:** Opportunity to design and develop toys that inspire children to explore their creativity and aspirations. - **Marketing and Communications:** Potential for businesses to use nostalgia marketing strategies to create emotional connections with consumers. ## Related on Trend Hunter - [Reimagined Building-Block Campaigns](https://www.trendhunter.com/trends/she-built-that.md) - [Children-Focused Awareness Commercials](https://www.trendhunter.com/trends/lego2.md) - [Gendered Building Campaigns](https://www.trendhunter.com/trends/she-built-that-1.md) - [Dream-Inspired Building Toys](https://www.trendhunter.com/trends/lego-dreamzzz.md) - [Dream-Centric Toy Guides](https://www.trendhunter.com/trends/dream-crafting.md) - [Playful Expression Campaigns](https://www.trendhunter.com/trends/build-big-feelings.md) - [Building Block Launderettes](https://www.trendhunter.com/trends/launderette-of-dream.md) - [Branded Creativity-Focused Workshops](https://www.trendhunter.com/trends/creativity-workshop-series.md) - [Imaginative Buildable Magazines](https://www.trendhunter.com/trends/lego-and-wallpaper.md)