LEGO is at the forefront of all children’s play. The brand is world renown and inspires creativity, learning and imagination amongst children’s play, but all this is under threat with the rise of technology and play no longer being seen as ‘important’ by those who officiate it. In response to a Cannes Future Lions brief, our group had to put play back on the agenda by creating an idea for LEGO to do exactly that. We decided to create the campaign and idea called LEGO Prodigy Begins with Play. The idea looks to engage children’s increased use of technology with LEGO and play with the campaign being targeted to parents, showing them glimpses of familiar feats of creativity by some of the worlds greatest thinkers and achievers. It reminds these officiators of play the joy and growth children get from playing with LEGO.