The LEGO Group have launched a new campaign which celebrates a new generation of girls playing by their own rules. Dubbed Play Her Way, LEGO® along with Great Big Story have created a series of videos which highlight four woman who do things by their own rules. What’s interesting is that the initiative is aimed at the Asian market, where the LEGO Group are focusing great efforts to expand the brand in recent years. You can learn more about it below.
HONG KONG, Aug. 29, 2019 /PRNewswire/ — A teenage CEO, a world champion indoor skydiver, the second coming of Jackson Pollock, Korea’s teen figure skating sensation, and Japan’s drumming prodigy are all set to appear on Great Big Story. CNN International Commercial and Great Big Story in partnership with the LEGO Group are launching Play Her Way – an inspiring new series designed to connect with Great Big Story’s young and curious audience and convey the LEGO Group’s message that everyone, regardless of gender, can be the builders of tomorrow.
Starting this month, Play Her Way celebrates exceptional young girls who are breaking the norm in different fields of art, sports and business across the Asia-Pacific region. Five sponsored editorial videos featuring girls from Australia, Hong Kong, Japan, Singapore and South Korea will be published on Great Big Story during August and September.
Through the series, the LEGO Group aims to empower and inspire young girls to chase their dreams and achieve the impossible. The videos will run across Great Big Story’s multiple platforms and social accounts reaching over 12 million fans and followers around the world.
Sunita Rajan, Senior Vice President, Advertising Sales, Asia Pacific, CNN International Commercial said “We are proud to partner with a brand like the LEGO Group which is committed towards empowering the next generation of women leaders by creating an environment to promote a gender-balanced society. This new partnership is a great alignment of brands, bringing the LEGO Group for the first time together with Great Big Story in a campaign to engage audiences across the world through the power of storytelling while shining a spotlight on girl power.”
“The LEGO Group has an ambition to inspire millions of girls to unlock their potential through a diversified range of creative play experiences, preparing them with the skills they need to shape the world. We need the support and empowerment of their parents in this journey together. We found an extremely creative storyteller with strong APAC reach in CNN and Great Big Story to share the amazing stories of girls who have played their way successfully with tremendous support from their parents. We hope these stories can inspire millions of parents across Asia-Pacific to support their girls to play her way,” said Ivan Zeng, Senior Regional Marketing Director, LEGO Asia-Pacific Market Group.