Background: LEGO Asia is losing ground on the #1 babysitter - the television. It's imperative that Asian parents be reminded of how much safer and healthier LEGO is, whether they play with their children or not.
Key message: Unlike mediated entertainment, LEGO does no harm to your children, only good.
Creative strategy: Depicting LEGO minifigures as desperate rebels, who have been "tamed" by the manufacturers before sold to the children.
