This campaign is crafted to rebuild the relationship between teenagers and LEGO. The main target is youth activists who are passionate about changing the world. Teenagers need LEGO to maintain their sense of imagination in order to fight the challenges of today, so this campaign inspires them to use LEGO bricks as a tool to nurture their creativity and create innovations that could make the world a better place.

Insight: Although creativity declines with age, teenagers can still maintain their creative qualities and use them to change the world.

Posters will be placed around middle and high schools in the five major cities chosen for the contest to grab students' attention. They will also be placed around the downtowns and busy areas of the cities, for example, Yonge Street and Dundas Square in Toronto.

The Instagram story and sticker are created to enable teenagers to share their creations and their process with others on social media. When used, the Instagram sticker would add the participant’s story to a general one that everyone of their followers can see (similar to the Stay Home sticker).

Similar to Instagram, TikTok is a platform where participants can share their ideas with others. The hashtage, #beyond_imagination would be used with any video shared as part of the contest. The Spotify playlist is created for participants who wish to use the songs for their TikTok videos, or just a playlist for participants to listen to while working on their ideas. 

How it works:
1. Account

Participants are required to create an account on the contest website and provide their information. 

2. Proposal

Participants are to pick an issue and submit a proposal that includes their research and their rough ideas. Proposals would be filtered by a committee and the chosen ones would move to the next phase.

3. Build Prototype

Participants are required to build a prototype for their proposal using Lego bricks.  

4. Join Lego Youth Day (optional)

Participants who wish to join this workshop would get feedback from professionals before submissions.

5. Submit

Lego Youth Day.
Lego Youth Day is a workshop that falls on August 12, AKA International Youth Day. The workshop would take place in five major Canadian cities; Toronto, Vancouver, Calgary, Montreal, and Ottawa. Professionals from different fields such as technology, medicine, art and design, etc, would give one-on-one feedback to participants on their proposals and prototypes for any final changes before submissions. Teens need professional experts to make sure their creations/ideas are of high standards and could be brought to life to make the world better.