Evan Sadler

Get. Weird. - LEGO

Being weird is something many people fear and that is especially true for teenagers due to the pressure to fit in. Yet LEGO has shown that being weird can lead to greatness, and LEGO MINDSTORMS is the best example of that. People have been creating the weirdest robots for over a decade now and this campaign brings them to the forefront. This campaign was created for and entered into the 2020 D&AD New Blood Awards. (Presentation Video Below)

“Being weird is something many people fear, and that’s especially true for teenagers. Unrealistic expectations for both looks and behavior have been pushed through peer pressure and have grown through social media to a harmful level. Teens fear being weird because of the pressure to fit in and be accepted, validated, even to be perfect.Yet LEGO has shown time after time that being weird is great! Looking at something from a new angle, mashing together seemingly unrelated things, testing out the most outlandish ideas. The joy and beauty of weirdness is not just a big part of LEGO, but also of the greatest creations of this world.So how can we get teens to be weird? Enter MINDSTORMS NXT, LEGO’s fully-fledged robotics kit that allows people to create anything from competitive soccer robots to an automatic sock picker-upper.In the 14 years since MINDSTORMS NXT’s debut, people have been creating the weirdest, wackiest robots, and now is the time to bring them to the forefront. YouTube pre-rolls, sponsored posts, and print ads set up at high school bus stops will showcase some of the weirdest creations, complete with their functions and backstories. In response, teens will be directed to the newly improved MINDSTORMS website, now adjusted to become a place of community, content-sharing and inspiration. To top it off, we’ll create opportunities for teens to use their weirdness to rebuild the world for good! The website will hold contests around specific, real-world problems that teens will tackle with their weird creations. Teens are already making a great impact on this world through powerful movements – movements that have been started by breaking norms and being weird. The new generation is sure to be full of new, weird ideas that can bring lasting, positive change. With LEGO MINDSTORMS, teens can Get. Weird. and rebuild the world.”