Description
This summer, LEGO China launched its Build the Change workshop, inviting children to use LEGO bricks to design and share their own ideas. The exercise revealed how kids naturally view movement and play as one and the same.
Inspired by this creativity, LEGO teamed up with Nike to reimagine what a playground could be. As part of Nike’s Move to Zero program, the collaboration drew from a child’s simple concept of a 2x3 LEGO brick, transforming LEGO pieces into tools for movement, exploration, and fun.
The result came to life at Baoshan No.2 Central Primary School in Shanghai, where students were encouraged to experience sports the way they build with LEGO—by creating their own routes, experimenting freely, and turning even a short 10-minute break into a world of play.
This professional campaign titled '10-Minute Playground' was published in China in September, 2025. It was created for the brands: Lego and Nike, by ad agency: Our LEGO Agency. This Design, Experiential, and OOH Outdoor media campaign is related to the Education, Sports, and Toys industries and contains 9 media assets. It was submitted about 2 months ago.
Credits
Head of LEGO Agency Asia: Annie Boo
Creative Director: Guo Jun
Creative Specialist: Bebe Wang
Senior Copywriter: Beck Deng
Senior Art Director: Jace Wang
Senior Project Manager: Karen Lin
Project Manager: Venice Choy
Photographer: Zhang Chao
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