The Lego Group has partnered with stars of women’s football to launch a new Play Unstoppable campaign with the aim of encouraging more girls into the sport.
The playful film features a host of football stars including Megan Rapinoe, Yuki Nagasato, Sam Kerr and Asisat Oshoala, alongside teenage STEM scientist and innovator Gitanjali Rao.
Created by in-house creative team, Lego Agency APAC, and directed by 1stAveMachine director Danielle Katvan, the film focuses on female empowerment and meets girls from around the world to discuss the importance of playing without boundaries.
The campaign follows research commissioned by the toy company that found that while girls felt increasingly confident to take part in all types of activities, they still remained held back by societal gender stereotypes.
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Lego Agency APAC head of creative, Primus Nair, said: “The benefits of creative play are felt by children worldwide, yet stereotypes of playful activities can often prevent girls from having the freedom to play without boundaries.
“This campaign conveys the true impact of girls’ imagination and ambitions, highlighting the crucial role of creative play in helping children to dream big and pursue their passions.”
1stAveMachine director, Danielle Katvan, added: “Play Moves Us is an embodiment of girls’ empowerment, featuring icons from the world of women’s football, who live and breathe the idea of play, and who are inspiring a whole generation to challenge boundaries and reach their full potential.”
The 899-piece Lego Play Icons set comes with a half-football pitch, crowd and referee, as well as a team of players including miniatures resembling international female footballers.
