The challenge

To conceptualize and create a campaign which promotes wildlife conservation in a fun and interactive way while creating teachable moments for children.

Our solution

Through direct mail the campaign will create and deliver promotional sets to children at schools and conservation centers. Each limited-edition set will contain LEGO bricks which when built, create a model of a specific endangered animal. However, each set will not contain enough bricks to complete the model and instead will only contain a unique amount of bricks which directly relates to the number of the species left in the wild. When children attempt to build the set, they will realize that there aren’t enough pieces and at this point in the instruction manual they will be directed to ask their teacher or parent about the missing pieces.

This page explains the message and links to a microsite with educational content that they can show to the children. Additionally, it will explain that if they wish to complete the set, they would need to donate to the WWF. After which, the remainder of the pieces would be delivered to the school or individual to complete the set. In this way, we are taking the idea of species disappearing and turning it into a tangible feeling that children can understand on a base level, while illustrating that even they can have a positive impact on conservation.