LEGO - Pieces of Memories from the North

It has almost been 74 years since Korea was divided into two. Besides families being separated,
the newer generation has no way of knowing what it’s like to be living up there other than seeing from the media.
So, based on true stories, we’ll be launching limited-edition Lego sets that mimic homes
that have never been visualized. Also, the manual will guide not only how to build homes
but also stories of people who lived in them. These simple sets will play a big role in bridging the gap
between young and old and rallying them towards reunification.

2024 Andy Awards - GOLD
2024 American Advertising Awards - GOLD / SILVER
2024 Young Ones ADC - BRONZE / MERIT
2024 Clio Awards - SHORTLIST
2024 New York Festivals - FINALIST / SHORTLIST
2024 부산국제광고제 (Mad Stars) - GOLD

Film
As their memories fade, and with no way to return to their hometowns,
what can LEGO do for those who are unable to visit their roots?


CraftLego creates a limited edition LEGO set,
“Pieces of Memories from the North.”

Mrs. Song’s ‘Playing with Dog’, Mr. Kim’s ‘Harvesting Corn’,  and Mr. Lee’s ‘Hanging out Laundry’. 

Mrs. Song’s ‘Playing with Dog’,
Mr. Kim’s ‘Harvesting Corn’
Mr. Lee’s ‘Hanging out Laundry’
Packaging & Use of Product
In this set, the LEGO instructions will include
both assembly methods and stories of the interviewees.


Print & Out of Home
To share these special stories with more people,
LEGO will hold the “Pieces of Memories from the North” Exhibition