LEGO's Latest Message to Young Girls: Ditch 'Perfect'

Jessie Ayles celebrates the creative power of girls in her latest work for LEGO. The film is the second instalment of Lego’s  ‘Play Unstoppable’ campaign, which aims to challenge gender stereotypes and empower girls. The series comes after the brand commissioned global research into the societal trends affecting children’s creative confidence. The study—of more than 61,500 parents and children between five and 12 years old across 36 countries—revealed that girls’ confidence in their creativity declines as they get older.

In Jessie’s film, we watch as parents observe the internalized messages exhibited in the girls’ attitudes toward playing with LEGO, and discuss the measures they plan to take for building their creative confidence. It explores how small changes to our language can make a big difference, removing the pressure for perfection and allowing girls to play unapologetically.

The majority of parents also noted that gendered descriptions are commonly used to assess the creative outputs of male versus female creators, with terms such as “pretty,” “cute” and “beautiful” commonly attributed to girls, while words such as “brave,” “cool” or “genius” are more often applied to boys. For Lego, these findings are extremely meaningful, as it views itself as a champion of creativity.

CREDITS

Production Company – Treehouse Films

Agency- Exposure

Creative - Sally Green
Director – Jessie Ayles 

Directors Agent - The Visionaries

Exec Producer – Matt Rendell

Produce – Francesca Di Muro

DOP – Kia Fern Little

1ST AD – Janine Frank

3rd AD - Nathan Mills

2nd Cam Op-Oliver James Robbins

Gaffer - Sam Cook

Sound Recordist - Louis Innis

Art Director – Bianca Zehra

Art Assistant- Ida Hedqvist
Editor – Jenna Bowden 

Grade – Karol Cybulski @ Cheat