The "Innovation At Play" campaign promoted LEGO's most complex play sets.

It speaks to parents, grandparents and gift givers and helps position these sets as the potential sparks

that could inspire the next generation of innovators. 

TV spot directed by the Snorri Brothers from Troll Pictures of Iceland

Campaign included an immersive website experience featuring more video, product details,

and an interview with creative learning expert and

MIT Media Lab Lifelong Kindergarten Research Group Director, Mitchel Resnick.