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Lego

Fly Away Isles

Agency: Amplify

Description

The LEGO Group has teamed up with visionary artist Hebru Brantley to create Fly Away Isles, a new immersive play installation in the heart of West Harlem that is inspired by the imagination of some of the community's most creative minds: children.

Fly Away Isles is inspired by the playful, optimistic imaginations of local children from non-profit youth development organization, The Brotherhood Sister Sol (BroSis). Together with Hebru, the LEGO Group invited the children to use the ultimate creative medium, LEGO® bricks, to build and share their ideas for how they would help their community play more. The installation follows new research from the LEGO Group, which found that a third of parents (29%) in the U.S. say they don’t play enough as a family, with 82% of children living in New York wishing for more play*.

From a rocket soaring through clouds, to pyramids inspired by volcanos and stepping-stones that transport visitors between colourful islands, Hebru captured the creative optimism and boundless ideas of the children and turned their dreams into a reality. The new accessible, inclusive, and creative space takes visitors on a cosmic journey as they come together to experience the joy of seeing the world through the eyes of children.

Fly Away Isles opens in Johnny Hartman Plaza, 140 Hamilton Place, New York, on the LEGO brand’s 90th Anniversary, which the company is celebrating with its first ever World Play Day – a day dedicated to helping children, families and communities around the world find a moment of play. The installation will be open to the public until 5th November 2022, with the mural displayed until July 2023.

This professional campaign titled 'Fly Away Isles' was published in United States in August, 2022. It was created for the brand: Lego, by ad agency: Amplify. This Experiential and Outdoor media campaign is related to the Toys industry and contains 6 media assets. It was submitted about 2 months ago.

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