Jake The Fury “played” with LEGOs with a group of children
Barrio's, a historic meeting center in the heart of the Barona district in Milan, was the stage for a special afternoon promoted by LEGO Italia, which saw Jake La Furia transform into an exceptional “builder”.
Jake is ambassador of the new LEGO campaign dedicated to vehicles, i.e. a universe of sets that celebrates the passion for engines, that which is passed on from parent to child, adrenaline, design and the freedom to create, designed to excite every generation, from small builders to the most demanding collectors. From replicas of iconic cars to futuristic and fantastic vehicles, the project aims to embody the power of speed, which has always been a metaphor for adventure, innovation and the ability to overcome every limit.
The activation message is contained in the claim “Click, click, vroom”, a phrase that unites the two key elements of the experience: the distinctive sound of the bricks assembling themselves (click, click) and the powerful roar of the engines (vroom). The objective is to transform this expression into a real catchphrase, capable of spreading spontaneously and becoming recognizable as a symbolic phrase of activation.
La Furia, passionate about bricks and engines, was the protagonist of an engaging construction session, which turned into a real creative laboratory. The tables full of themed sets attracted the attention of a group of kids, who joined the rapper.
“Seeing the kids' enthusiasm as we built and chatted was incredible” said Jake La Furia. “For me, gaming has always been a form of expression and freedom. Today, combining the energy of music with the bricks was a direct way to connect with the kids and tell them that with passion you can build anything you imagine.“.
