Lego Foundation
The Most Boring Room
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, Ketchum London created a social experiment to highlight the simplicity of play.​​​​​​​
1 boring room. 
1 object. 
6 kids. 

Our feel- good film raises awareness of the importance of free play for children, showing how it can come from the most unexpected of places…even a single roll of paper. Inspiring parents and caregivers to take Lego Foundations Play Pledge; making one moment a week more playful for their children.
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