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Campaigns to watch: Lego’s ‘Green Instructions’

Campaigns to watch: Lego’s ‘Green Instructions’

The Innovation team at Instinctif harness the best of the future to deliver market-leading ideas in the present. The team’s specialism spans digital strategy and marketing, data & analytics, and strategic brand. With the world and news agenda fast-changing around us, now’s the time to get agile in how we think and work.

This newsletter brings you the best of the week in the ‘new normal’, straight from the desk of the Innovation team.

As children, we learn through play. So who better to lay the educational foundations in the next generation than a toy company beloved of families worldwide? Enter Lego.
Using the tools it has to hand – bricks and blocks – Lego Poland set about developing a new way for children across the country to learn about climate change.

As part of its ‘Rebuild the World’ campaign, the ‘Green Instructions’ initiative developed brand new guides for turning old Lego sets into new, eco-friendly alternatives. The campaign saw planes turn into electric trains, cars into bikes and scooters, and coal mines into electricity-generating windmills.

And as the pandemic hit, Lego stepped in to support teachers and learners. The Danish brand created online video lessons to help teachers in schools across the country educate thousands of children about the important subject of climate change, using the new instructions.

Though the subject of climate change isn’t widely taught in the Polish education system, at the time of writing, more than 700 schools across Poland have signed up to take part in the initiative, driving a new awareness of the topic in the country’s young people.

Lego’s also observed the golden rule in brand activity and purpose, by delivering action that aligns to their statements. Last September Lego pledged $400 million across the coming three years to sustainability – and 100% of the brands facilities rely sold on wing and solar power, and it has set out its plan to become carbon neutral by 2022.

Bravo, Lego.

Read more here

Something new and exciting is just around the corner chez Twitter.

The platform may be (still TBC) launching a groups-like option called ‘Communities’, which will enable Twitter users to share their tweets within selected sub-groups of users, as opposed to sharing with everybody.

Rather than simply tweeting to all of your followers as normal, Communities will enable you to select a specific audience for each tweet.

This would enable Twitter users to engage with a wider breadth of topics and interests, without being concerned about tuning their followers out with irrelevant updates, or going to the extreme length of having to create separate Twitter profiles for different purposes (and really, who’s got the time for that?).

We don’t know when this will launch as it is still under development, but it’s worth pre-emptively thinking about what Community you’d like to join…?

Spotify is keeping it real (time)

Spotify has announced its intent to move into live audio through acquiring Betty Labs, the makers of live audio social app Locker Room that is focused on sports.

New voice-based platforms, including invite-only social app Clubhouse, have seen rapid growth in recent months during the COVID-19 pandemic. Locker Room, launched in October 2020, became a popular spot for sports fans to chat and hold watch parties.

Spotify has said that over the next couple of months it plans to expand Locker Room into an enhanced live audio experience for more of its creators and fans, offering sports, music and cultural programming as well as live discussions with professional athletes, musicians and other personalities.

So, as we ease out of lockdown, and the summer season of sports, music and culture ramps up, tune into Spotify to hear all the live action.

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