The four-week campaign will challenge kids to LEGO build without rules or instructions in celebration of kids' imagination.

LEGO and Facebook combine bricks and clicks in Kronkiwongi campaign

LEGO is combining bricks with clicks in a new partnership with Facebook to promote the creativity of imaginative play among kids.

The campaign, titled Kronkiwongi, challenges young LEGO fans to build without rules or instructions to interpret the non-definable term with the use of their own imagination.

With a series of videos – each directed by M.O.D. of RSA – launching on Facebook today, the four-week campaign is designed to engage parents and relay the importance of ‘free play.’

The video campaign sees LEGO share the results of an unscripted creative experience in which children from across the globe interpret and build their own Kronkiwongi from LEGO bricks.

The LEGO Group has collaborated with Facebook’s Creative Shop over the past year to bring the Kronkiwongi campaign to the social media platform.

The result of the partnership is a series of three documentary style videos, one for each week of the campaign, culminating in the fourth week with a celebration of user-generated content from uploaded images and videos of LEGO fans’ home made Kronkiwongis.

“Our hope with this project is to inspire and engage parents all over the world, through an unscripted experience that sees children from different countries and cultures doing what they do best, using their creativity,” said Lars Silberbauer, director of global social media and search at The LEGO Group.

“There is no right or wrong when it comes to building a Krnkiwongi, you can build a rocket and fly to the moon without even getting out from underneath the dining table, and parents everywhere witness these imaginative adventures every day.

“We are proud to share this series of powerful videos with parents on Facebook and collectively celebrate the amazing creativity that takes place when kids just build.”

Rob Newlan, head of Facebook’s Creative Shop believes that the partnership has developed an end product that will resonate with parents across the social media landscape.

“We are incredibly proud of what we have created together,” he said. “today, brands are under more pressure than ever to develop engaging, relevant content that can cut through online noise, which is why the endearing authenticity of these films is so powerful.”

Parentss and kids can share their own Kronkiwongi creations on the LEGO Facebook page, with images and videos being used to create a final showreel to celebrate the campaign’s creativity.

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