“We are made of the stories we were told as a child”
Case Study Video
Brand
LEGO
Roll
Art Direction / Design /Motion Graphics
Overview
On July 11th, UNESCO verified the damage to 161 sites in Ukraine since the Russian Invasion. Russia is being accused of its deliberate attacks on Ukrainian relics as a part of its malicious efforts to erase Ukrainian culture. So, to help raise awareness and help rebuild Ukraine's relics, LEGO created a limited-edition LEGO series of Ukrainian cultural properties. However, It will only build up to how much is left of the actual heritage site since the Russian invasion, which people can never finish building unless they sign up for a petition to help Ukraine.
- 2023 CLIO AWARDS
Best in Show
Silver: Experience/Activation
Shortlist: Product Innovation
Recognition
- 2023 ANDY AWARDS
Product design
To raise awareness, and funds for the future generation, a limited-edition Lego series of Ukrainian cultural properties is released, but with one twist.
You can never finish assembling. It only builds up to the remains of the site after its damage.
Editorial Design
At the end of the instruction manual, there is a detailed description. From the history of the site, to how it is destructed since the Russian invasion.
AR Filter
Simply by scanning the QR code, a dedicated LEGO app will be launched and with an AR filter, the completed version (How it would have been made) will be visualized, virtually.
UI/UX Design
A link to the petition will be available for users to sign within the app.
The missing blocks will be delivered once the petition has been signed.
Package design
The package design features a blue and yellow color scheme inspired by the Ukrainian flag, prominently displaying the heritage site in front.
