LEGO Reenacts 40-Year-Old Ad For ‘Future Builders’ On International Women’s Day
Left: 1981 poster Right: 2021 poster. Image via LEGO
LEGO has launched a new campaign to celebrate female builders on International Women’s Day.
The advertisement is based on the company’s famous What it is is beautiful campaign from 1981, where young girls are shown proudly holding their creations in posters.
The new advertisement, called Future Builders, invites young fans to see themselves in a similar way. LEGO is encouraging parents to submit images of their kids holding their designs along with a few keyboards. The website will then generate a unique poster and email it to participants.
“The campaign is designed to encourage and champion today’s young women on their journey to becoming the decision-makers, role models and changemakers of the future—whatever their interests, passions or career aspirations may be,” the website reads.
The LEGO Group is committed to supporting kids who seek to challenge gender stereotypes and aims to create an inclusive and diverse workplace.
“Celebrating people helps empower people, and through this campaign, we, along with the help of parents and caregivers, want to celebrate the skills and creative potential of today’s young women – the next generation of amazing female leaders!” said Julia Goldin, Global Chief Product and Marketing Officer at the LEGO Group.
They’re not just playing, they’re sharing their creativity with the world! Join the campaign with your child at https://t.co/Q4sns4UNCi #LEGOFutureBuilders #RebuildTheWorld #IWD2021 #generationequality pic.twitter.com/zAvyL4H1LM
— LEGO (@LEGO_Group) March 5, 2021
[via B&T, cover image via LEGO]
Also check out these recent news
