The world's most popular and beloved building toy is made entirely out of plastic.

With 10 million tons of plastic going in the ocean each year, it's time to build something better.

LEGO: Re-Ocean

SPEC WORK

Instructions

This simple diagram will kickstart the campaign and launch the idea: make LEGO bricks out of ocean plastic.

Re-Ocean Kits

Limited-edition LEGO kits made from recycled bricks will feature marine life affected by ocean pollution. Each box will feature a medallion of authenticity.

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Social Media

Instagram Stories will give consumers a sample of Re-Ocean's mission with just a few taps.

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Recycling Imaginarium

Beaches across the nation will host "The Recycling Imaginarium," a device encouraging kids to recycle and build towards a better future (complete with a fun reward).

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Copy: Sam Carlson

Art: Jacq Quinton

Content: Tucker Lund

Project Manager: Collin Russell