LEGO encourages parents to spend more time with their kids with video stunt.

By Johny Ho on Thursday, June 30, 2016

Curiously this was not a Father’s Day stunt, as that is celebrated in Taiwan on August 8th, but it looks a lot like one.

In Taipei where working adults are some of the busiest in the world, a child’s imagination was given the stage to shine. Hsiao Feng was chosen via a casting call, and a video was filmed of him sharing his Lego creation, a really strong car, that would help his father who sells and repair cars for living, be less tired, and with that spend more time at home with him.

“I will give this car to my dad, and he will never have to repair it,” he said.

“And he wouldn’t be so tired anymore.”

The video was shared and promoted via Youtube, Social Media, Public screens throughout the city and more importantly projected on a 100-metre screen outside the Taipei Arena stadium, as the father walked by after work, who promised he’d find more time to spend with his son.

With the campaign, Lego hopes to spark a social conversation, and a change in mindset around the role of imagination. Kevin Hagino, senior regional brand manager, Southeast Asia at Lego, said in a statement: “At Lego, we have a mission to inspire imagination and creativity to develop the builders of tomorrow through play. Our kids are all creative geniuses and we want parents and the world to see how amazing they are. Hsiao Feng’s message to his father is a powerful message to all parents. We all have busy schedules — but a childhood doesn’t last forever. Through this film, we hope to inspire parents to value the importance of their child’s imagination, and give it the encouragement and attention it deserves.”