Rebuild Your School Story: A LEGO-Inspired Summer Strategy for Schools
In 2022, LEGO launched a special edition of its Rebuild the World campaign to celebrate its 90th anniversary. But it wasn’t just a nostalgic look back, it was a strategic, forward-facing move. The campaign highlighted how decades of creative play have shaped not only toys but how Lego encourages kids to imagine, solve, and build a better world.
It was also timed perfectly: summer. LEGO used the quieter months to engage their community through storytelling, global events like World Play Day, and user-generated content, laying the groundwork for stronger brand relevance in the months to come.
Schools can take a page from that exact playbook.
Source: Lego
Instead of letting summer content fizzle, treat it like your own version of Rebuild the World. Reframe the season as a chance to rebuild your school story, with your community leading the way. Invite students, staff, and families to share ideas, hopes, and reflections on what they want to create, shift, or grow next year.
Use a simple prompt like:
“What’s one thing you want to rebuild or reimagine next year at [Your School]?”
Collect short videos, sketches, photos, or quotes. Turn it into a campaign, and post weekly to spotlight voices across your community. These summer shares then become your September superpower: authentic content ready to fuel fall admissions, open house storytelling, or brand refreshes.
The bigger idea?
Great consumer brands like LEGO create momentum by working backwards from what they want their audience to feel, believe, and build. Schools can do the same. Summer isn’t downtime, it’s brand-building time. And the best stories? They’re already in your community. You just have to ask for them.
What to think about?
Just like LEGO aim to co-create content with your global community. Focus on:
Story-driven user engagement that scales future campaigns.
Multiplatform, big reach
Future content
Your community IS the campaign
It’s feel-good content. It’s smart strategy. You’re gathering authentic, future-focused stories that can power your September campaigns, aligned with themes like student agency, voice, creativity, and belonging.
At Dux, we believe whole heartedly, that we, as an agency, and schools can learn a lot from great consumer brands. Campaigns like LEGO’s remind us that the best marketing it invites the “consumer” to engage. It is not just sharing a stories, it’s builds them with the community. And when schools take that same approach? The impact is powerful, lasting, and human.