LEGO —
Pieces of Memories from the North

It has been almost 74 years since Korea was divided into two. Besides families being separated, the newer generation has no way of knowing what it’s like to be living up there, other than seeing it from the media. So, based on true stories, we’ll be launching limited-edition Lego sets that mimic homes that have never been visualized. Also, the manual will guide not only how to build homes but also stories of people who lived in them. These simple sets will play a big role in bridging the gap between young and old and rallying them towards reunification.

Overview

2024 Andy Awards - Gold
2024 American Advertising Awards - Gold / Silver
2024 Young Ones ADC - Bronze / Merit
2024 Clio Awards - Shortlist
2024 New York Festivals - Finalist / Shortlist
2024 부산국제광고제 (Mad Stars) - Gold

Client

LEGO

Type

Student Collective Project

Featured in

Lego creates a limited edition LEGO set: “Pieces of Memories from the North.”
Mrs. Song’s ‘Playing with Dog’, Mr. Kim’s ‘Harvesting Corn’,  and Mr. Lee’s ‘Hanging out Laundry’.

This limited edition set recreates three scenes from the actual hometown photographs of Mrs. Song, Mr. Kim, and Mr. Lee.

Craft

In this set, the LEGO instructions will include
both assembly methods and stories of the interviewees.

Packaging & Use of Product

To share these special stories with more people,
LEGO will hold the “Pieces of Memories from the North” Exhibition.

Print & Out of Home

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