the most boring room ever
Client: The LEGO Foundation
Dir. Justin Hackney
Production company: Mad Cow Films
Social film
The Play Well 2022 report found, 84% of children wish they had more time to play. So, as part of their Lego’s Build a World of Play campaign, we created a social experiment, a film “The Most Boring Room Ever” to convince parents to take the #Play Pledge and turn everyday moments into something playful. What unfolded showed parents across the world just how simple free play is and how it can come from the most unexpected of places…even a single roll of paper. Our feel-good film raises awareness of the importance of free play for children and received validation from those who matter the most, play therapists, teachers, mental health specialists and paediatricians. It even kick-started a wave of families sharing their own everyday Play Pledge moments empowering people to see play in different ways.
Featured:
https://lbbonline.com/news/brick-by-brick-90-years-of-lego-brand-building
https://www.creativemoment.co/lego-introduces-children-to-the-most-boring-room-ever
https://shortyawards.com/15th/the-most-boring-room-ever
AWARDS:
CANNES LIONS NOMINEE
WINNER:SABRE
