GLOBAL CREATIVE LEAD, CREATIVE DIRECTION, CONCEPT, CREATIVE STRATEGY, ART, COPY
LEGO® GIRLS: SHE BUILT THAT
We set out to redefine what it means to be a builder.
We launched SHE BUILT THAT - the ultimate shout-out celebrating the world's unsung builders: Girls. This rallying cry not just to spotlight girls' creativity, but to encourage them to champion one another and claim recognition, loudly.
ONE SHOW 2026: silver pencil
THE LEGO GROUP: ‘SHE BUILT THAT’
clios 2026: BRONZE
THE LEGO GROUP: ‘SHE BUILT THAT - GIRLS OF THE YEAR’
D&AD 2026
THE LEGO GROUP: ‘SHE BUILT THAT - GIRLS OF THE YEAR’ - SHORTLIST
Building is still seen as a boys’ world. In fact, 80% of adults believe society still sees boys as better builders than girls - leaving girls’ creativity overlooked and undervalued. As a result, 70% of girls struggle to see themselves as builders.
The LEGO Group set out to change that. As a brand that values creative potential of every child, we’re on a mission to redefine what it means to be a builder.
THE CASE VIDEO
We turned to the emotional power of music to rally girls and shift the cultural narrative. The LEGO Group teamed up with Run DMC to reimagine the iconic track ‘It’s Like That’ that once broke barriers and sparked a movement – transformed into the girls’ anthem ‘She Built That’.
We created a music video with the Global Girls Crew celebrating girls’ creativity across arts, science, sports, culture. The movement expanded beyond online into public activations, inlcuding She Built That BRICK PLAQUES installed at iconic landmarks built by women.
To cement lasting cultural impact, the LEGO Group partnered with TIME Magazine to launch the first-ever GIRLS OF THE YEAR list, honouring 10 real girls already building change worldwide – moving girls from the margins to the front page of the world’s most influential platform.
And that’s the way it is.