Rebuild the world with the LEGO Group

The LEGO Group has partnered with Future Lions, as the first client to set a new brief. Young people are encouraged to use the power of imagination and technology to create a campaign, product, or solution that will help shape the future.

Celebrating its 15th year of the competition, AKQA is proud to announce LEGO Group and WIRED as official partners for Future Lions 2021. This year’s theme is a call to action for young people to showcase how creativity is an essential skill set to ‘Rebuild The World.’

The deadline for entries is 1st April 2021 and open for all creative young minds age 18–25 to submit ideas. The the four winning teams will be invited to pitch their ideas live to an expert creative jury in Summer 2021, which includes Julia Goldin, Chief Marketing Officer – the LEGO Group; Remi Marcelli, Senior Vice President, LEGO Agency – the LEGO Group, and Wired Magazine, hosted by AKQA Chief Creative Officer, Peter Lund.

In a first for the competition, an overall winning concept will be selected and the team will work with the LEGO Group and AKQA to realise the idea. Each of the teams will be honoured with a prestigious Future Lions trophy.

The LEGO Group’s Chief Marketing Officer, Julia Goldin, said: “At the LEGO Group we are committed to develop and inspire the builders of tomorrow. LEGO bricks provide endless possibilities for creativity, imagination and fun, whilst helping to develop skills like creative problem solving and collaboration. We are delighted to partner with AKQA on this year’s Future Lions competition to challenge and inspire future creative leaders to produce innovative ideas to ‘rebuild the world’.”

AKQA Chief Creative Officer, Peter Lund said: “Future Lions was born from a belief that the future ultimately belongs to the next generation of thinkers. For them to have a real impact through their ideas, we had to evolve the role of the competition to be anchored in the real world. We couldn’t imagine a better partner than the LEGO Group to spearhead this next chapter of the Future Lions legacy.”

Future Lions, now in its 15th year, is famous for starting the careers of many of today’s creative leaders. Last year saw over 440 schools across 71 countries taking part in the competition.

Each year, the school or group with the most shortlisted entries wins Future Lions ‘School of the Year’ trophy. Previous winners include Berghs (Sweden) and Miami Ad School.

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