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Category
Green Pencil
Annual ID
OS_GP21_002E
About the Work
Idea
As a part LEGO’s new global “Rebuild the World” positioning, we created a local expression of this ambition, aimed at Poland’s growing younger population. We launched new ‘Green Instructions’ (in polish: ‘Zielone Instrukcje’), additional instructions to existing LEGO sets - which became available to turn LEGO sets into greener versions. Using LEGO bricks as a language of communication with the next generation. New instructions to turn cars into bicycles or scooters, planes into electric trains, and coal mines into electricity generating windmills. All this to educate the next generation about a brighter future.
Execution
Physical ‘Green Instructions’ were distributed in all LEGO stores in Poland (printed on recycled paper), digital versions available for free from www.greeninstructions.com.
When the global lockdown came, we added to the campaign - online lessons based on the same ‘Green Instructions’ led by one of the most popular Polish teachers. We made these lessons available to everyone. Soon teachers from all over the country discovered them and started using them in their own classrooms. Our message has already found its way into a large number of schools across Poland.
Brand relevance
Green Instructions are a part of LEGO Group ambition to create a sustainable future for our children. LEGO group is already 100% powered by solar and wind Energy, and we’ve already invented 80 new types of bricks from eco-friendly sugar cane. By 2030 all LEGO bricks will be made from this material.
Results
- For the first time in Polish history LEGO successfully delivered climate change lessons into schools across Poland,
- online lessons with the use of Green Instructions reached 723 schools,
- over 2 million impressions in the first 2 weeks,
- organic participation by 4 popular Polish celebrities with over 1.5M followers - over 23K reactions and over 370K reach.
As a part LEGO’s new global “Rebuild the World” positioning, we created a local expression of this ambition, aimed at Poland’s growing younger population. We launched new ‘Green Instructions’ (in polish: ‘Zielone Instrukcje’), additional instructions to existing LEGO sets - which became available to turn LEGO sets into greener versions. Using LEGO bricks as a language of communication with the next generation. New instructions to turn cars into bicycles or scooters, planes into electric trains, and coal mines into electricity generating windmills. All this to educate the next generation about a brighter future.
Execution
Physical ‘Green Instructions’ were distributed in all LEGO stores in Poland (printed on recycled paper), digital versions available for free from www.greeninstructions.com.
When the global lockdown came, we added to the campaign - online lessons based on the same ‘Green Instructions’ led by one of the most popular Polish teachers. We made these lessons available to everyone. Soon teachers from all over the country discovered them and started using them in their own classrooms. Our message has already found its way into a large number of schools across Poland.
Brand relevance
Green Instructions are a part of LEGO Group ambition to create a sustainable future for our children. LEGO group is already 100% powered by solar and wind Energy, and we’ve already invented 80 new types of bricks from eco-friendly sugar cane. By 2030 all LEGO bricks will be made from this material.
Results
- For the first time in Polish history LEGO successfully delivered climate change lessons into schools across Poland,
- online lessons with the use of Green Instructions reached 723 schools,
- over 2 million impressions in the first 2 weeks,
- organic participation by 4 popular Polish celebrities with over 1.5M followers - over 23K reactions and over 370K reach.
2021 Awards
Total Points: 90
Green Pencil
Credits
Agency
Ogilvy Poland / Warsaw
Production Company
Ogilvy Poland / Warsaw
Art Director
Maria Gościniak
Copywriter
Klaudia Mazurkiewicz
Executive Creative Director
Maciej Twardowski
Photographer
Szymon Świętochowski
Sound Designer
Jacek Dżeksong Onaszkiewicz
Strategist
Jerzy Kurczak
Strategy Director
Joanna Uniwersal
CCO Ogilvy EMEA
Stephan Vogel
Director / DOP
Marcin Kossakowski
Global CCO, Ogilvy Social.Lab
Pete Case
Head of Design & Content
Daniel Marciniak
Senior Art Director
Jakub Przeszłowski
Senior Copywriter
Tomasz Zieliński
SEO Copywriter
Gabriela Francuz
Account Director
Mateusz Borys
Animation & AR
Przemysław Drosik
Associate Digital Manager Poland, Ukraine & Baltics
Katarzyna Śmietanka
Associate Social Media Manager Poland, Ukraine & Baltics
Michał Maliński
Brand Director
Michaela Edgerley Šťovíček
CEO, Ogilvy Poland
Agnieszka Wasilewska
Creative & Client Services Partner
Konrad Koper
Development of Instructions - Adults Fan of LEGO
Bartłomiej Huetter
Paweł Kwil
Rafał Piasek
General Manager Poland, Ukraine, Baltics
Justyna Ciepka
Junior PR Account Executive
Małgorzata Melasa
Zuzanna Głuchowska
Marketing Director Marketing Poland, Ukraine & Baltics
Beata Kucejko
Offline / Grading
Yakiv Komarynsky
Online
Joanna Rutkowska
Post Production Manager
Monika Jaworska
PR Account Supervisor
Katarzyna Walewska – Napiórkowska
PR Director
Tomasz Cichocki
PR Director REEMEA
Andrea Faflíková
Project Managment Director
Marcelina Ścigała
Proof Leader
Maria Węcowska
Senior Account Manager
Marzena Chmiel
Senior Digital Marketing Manager Poland, Ukraine & Baltics
Agata Czech
Senior Director Brand Development
David Hall
Senior Event Manager
Filip Żok
Senior PR Account Executive
Joanna Kuźma
Paulina Kosim
Trade & Digital Mkt Director REEMEA
Petr Břoušek
Web Design
Paweł Jędruszczak
Web Development
Marek Czapiński
Przemysław Haas
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