Client: LEGO

Insight: Young LEGO builders can get confused by certain instructions and have no one to verbally explain the instructions to them.

Big Idea: Create a YouTube web series featuring Keanu Reeves that features step-by-step tutorials on how to build some of the most iconic LEGO sets.

Execution Idea: Use inspirational quotes from Keanu Reeves that can be related to the emotions felt while building a LEGO set.

Digital Idea: By scanning QR codes on LEGO boxes, users will be sent to Keanu’s YouTube instructional tutorial for the corresponding LEGO set.