Edelman Reveal What it’s Like Working with Kids for Clients

As far as New Year’s Resolutions go, Lego has held true to their promise to create work for kids.

To launch their latest ad, the toy brand decided that the best way to make sure their work spoke to children, would be if they directed the piece.

So on Unicef’s World Children’s Day in November, four 10 year olds were invited into Lego’s HQ to chat shop and discuss ideas.

The resulting spot (below) sees the team create a superhero squad known as Fantasy Force, who rescue a child from the boredom of being at home, under their parents’ watch. No longer do they need to sit about and listen to violin-playing music, while dad reads The Winter Times, Fantasy Force – made up of a human, cat, dog and a parrot – are recruiting members for playtime.

The stop-motion animation also acts as a reminder to parents about the importance of play for kids as it’s actually a learning environment for them.

Edelman were the patient agency behind the job and in this accompanying Behind the Scenes film, you can see just how they found the experience of having kids for clients. They seem pretty bemused but accepting of the challenge.