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Give a kid some Lego bricks, and chances are they’ll use their imagination to concoct a far-fetched creation like a firefighter using an elephant’s trunk to put out some flames.
That’s at least the premise behind the brand’s latest campaign, which rolls out today. According to Lego, this will be the Danish company’s first global brand campaign in 30 years. While Lego has created other global work in recent years, like this holiday spot that ran last year, its new “Rebuild the World” effort is the first in decades to spread a unified brand message around the world.