- Lego launched a campaign that breaks down gender stereotypes around who qualifies as a “builder,” with a concentrate on empowering girls, in keeping with a press release.
- “She Built That” centers on a music video that reimagines Run-DMC’s 1983 breakout single “It’s Like That” as an ode to women’ creativity. The song was made with Lego’s Global Girls Crew of diverse artists, with a cameo from Run-DMC.
- A survey commissioned by Lego revealed 80% of adult consumers still consider society perceives boys as more naturally gifted builders than girls. “She Built That” arrives at a time when purpose-driven marketing that tackles social issues is increasingly challenged.
Lego is attempting to broaden its appeal with girls and Gen Z women through a campaign that flips the script on an iconic piece of hip-hop music. “She Built That” takes the lyrics from “It’s Like That,” which dissect social ills like unemployment and war, and reworks them to as an alternative rejoice how creative girls will be, including with regards to Legos.
The song and accompanying music video were made in partnership with the development toy brand’s Global Girls Crew of creators, which features U.S. DJ Livia; British drummer Nandi Bushell; Dutch-Surinamese vocalist Pink Oculus; Chinese alternative-pop artist Cacien; and dance duo Brooke Blewitt and Jess Qualter. The ambassadors appear within the video alongside animated Lego minifigures, including toy versions of remaining Run-DMC members Joseph “Rev Run” Simmons and Darryl “DMC” McDaniels, who lent their voices to the hassle.
In addition, the creative pays tribute to Dagny Holm, the primary Lego Master Builder and a chief model designer until 1986, as well as trailblazing women such as inventor Nancy Johnson, “Mother of Hip-Hop” Cindy Campbell and Hollywood royalty Hedy Lamarr.
Lego stated that the campaign’s concept was inspired by persistent gender stereotypes over who is taken into account a “builder,” a term the brand regularly employs to check with its enthusiasts. A survey commissioned by the Lego Group showed that children’s top associations when hearing the word were “a person on a construction site,” cited by 39% of respondents, and “a boy fidgeting with constructing blocks” (36%).
The gender skew is contributing to a confidence gap, with 70% of ladies finding it difficult to consider they may very well be good at constructing, in keeping with Lego. However, a majority of oldsters and youngsters agree that the activity of constructing ought to be more inclusive.
Lego’s initiative to bring more girls into the fold comes as many brands are pulling back on purpose-driven marketing amid broader political attacks on diversity, equity and inclusion programs. That said, several ads championing women and girls have stood out this yr. Returning to the Super Bowl for the primary time since 1998, Nike ran a spot that illustrated the adversity women athletes must overcome to win. The business, among the many best-received at the massive game, was one in all several that appeared to reply to the surging popularity for girls’s skilled sports.
Read the complete article here
