LEGO Gets Kids To Rebuild Singapore

What better way to celebrate 50 years of independence, than to imagine what the next 50 years will look like?

Iris worldwide teamed up with LEGO Singapore to mark the nation’s historic milestone.

Singapore LEGO enthusiasts got to work constructing what they thought the future skyline will look like. Young children were then invited to review the model and rebuild it as they saw fit.

After close inspection of the originally-conceived model, each of the participating children decided to include more practical solutions – parks with flowers “to give to my girlfriend,” quips one of the kids; wild animals roaming the streets and befriending humans; and houses built right next to the office – so that dads can’t use “working late” as an excuse not to play with their daughters.

While the rest of the country is celebrating how quickly Singapore has developed and established itself as a leading economic hub within Asia, the spot focusses on the next generation’s perspective and attempts to challenge what aspects make a city feel like home.

“It was fascinating to see what [the children’s] priorities were for Singapore,” says LEGO Singapore’s Country Manager Dan Luo. “Sometimes we might lose what is most important in the pursuit of development – spending time with loved ones, and taking care of our communities. That is what togetherness is all about, and that is what celebrating SG50 is all about.”

For more information about SG50, click here.