Online Competition to Develop Ideas of Enhancing Children Creativity from LOGO Group

LEGO group announces that the participation in the Future Lions competition 2021 is now open. Create a powerful idea that puts creative play back on the agenda and show how kids can realize great things when they are left to play.

Competition Background:-

• Creativity is in crisis today: while the world of tomorrow demands creative skills, we are spending less time in creative pursuits. 

• LEGO believes that through play kids become creative learners, picking up the skills they need for this world. 

• LEGO’s mission is to inspire the builders of tomorrow, where the LEGO brick is the tool for endless creativity that unlocks their potential - to build and re-build is the metaphor for getting kids to continuously play. 

• Rebuild the World is the LEGO brand platform that shows the potential of creative play when you tap into the innate curiosity, imagination and creativity in kids.

Eligibility:-

• You don't need to be enrolled in an advertising programme to be eligible. You just need an incredible idea and a hunger for innovation.
• You are eligible to enter if you are working as long as you're not working in the industry or have less than 6 months industry experience.
• Recent graduates can enter if they have graduated in the last 6 months.
• You must be aged between 18 and 25 years old on 21 June 2021. If you are older than 25 you must be enrolled on a full-time education course on 21 June 2021.

Competition Tasks:-

• Create a powerful idea that puts creative play back on the agenda and show how kids can realize great things when they are left to play. 

• Think about the culture of creativity for kids today who live in a wired world and how to take that down into the traditional toy: Online platforms from Minecraft to Tik Tok & Snapchat, where kids are already in constant play: building & rebuilding. 

• Four winning teams will come to Cannes Lions and pitch their ideas live on stage to a jury. 

• One idea will be selected and go into production with the team working alongside Lego, and AKQA. 

Terms and Conditions:-

• Your work doesn't have to be in English but a clear English translation must be provided if it's in another language. Remember you are going to have to present in English live on stage.

• Entries must be a link to a PDF, video, slideshow, presentation or website.

• The maximum number of members in a team is 5. Everyone involved will get credit if your team wins, but only two team members will be registered and get a pass to the Cannes Lions International Festival of Creativity.

• If you want to amend your work, send an email  with your details and entry code at futurelions@akqa.com. 

Benefits:-

• Four winning teams will be granted full access to the Cannes Lions International Festival of Creativity to pitch their idea to LEGO live on stage. LEGO will choose one idea to win the Future Lions Grand Prix and make it a reality.

• Alongside the individual awards, the school with the highest number of shortlisted entries will be recognised as the Future Lions ‘School of the Year’.

About LEGO:-

The LEGO Group is a privately held company based in Billund, Denmark. It is best known for the manufacture of Lego-brand toys. The Lego Group has also built several amusement parks around the world, each known as Legoland, and operates numerous retail stores. The history of Lego spans nearly 100 years, beginning with the creation of small wooden playthings during the early 20th century. Manufacturing of plastic Lego bricks began in Denmark in 1947, but since has grown to include factories throughout the world. The first brick LEGO made over 60 years ago is as culturally relevant today as it always was.

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