LEGO is working with Facebook to target parents through the launch of a four-week global campaign encouraging them to post content demonstrating their children’s imaginations.

A year in the making with Facebook’s Creative Shop, “kronkiwongi” is brought to life in a series of documentary-style videos, targeted at the news feeds of parents on Facebook.

The first three videos will ask children around the world to create an imaginary character called a kronkiwongi out of LEGO. Creative Shop and LEGO will then create another video in the fourth week of the campaign showing the different kronkiwongis.

Lars Silberbauer, the director of global social media and search at LEGO, said: “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.

“There is no right or wrong when it comes to building a kronkiwongi. 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.”.

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