The LEGO Agency Americas had an unusual ask. Instead of trying to get people to buy more LEGO sets, we were asked to get them to break their existing sets apart, in order to free-build with them. So we introduced a “brand new” LEGO brick designed to destroy, which wasn’t a new brick at all. It had actually been around for 30 years, originally called The Separator. In order to show this brick’s power, we rechristened it “The Everything” and launched it through influencers and social media, and watched the obsession mount.

CW:Dawn McCarthy AD: Kevin Raich/Gonzolo Torres-Arce