LEGO recently announced a new collection called "LEGO TSUGI" through the company's global brand campaign "Rebuild the World". The collection draws inspiration from Kintsugi, the traditional Japanese art of repairing broken objects with gold.
Kintsugi (金継ぎ), also known as kintsukuroi, is an old Japanese practice that literally translates to English as "golden joinery" or "golden repair". The philosophy behind Kintsugi is highlighting an object's flaws by making them visually more appealing using gold, rather than disguising them.
LEGO adopted the technique as a marketing campaign under its Rebuild the World brand and replaced gold, or other enamels used for kintsugi, with its very own LEGO bricks.
The campaign was created by LEGO's Singapore office. Primus Nair, the Head of Creative at the LEGO Agency in Singapore, said, "It reminded us about how there is beauty in broken things and tried to capture the sense of this using LEGO bricks."
He also added "It’s a small example of the amazing play possibilities of the brand," per Marketing Interactive.
The company posted videos of LEGO TSUGI on its Rebuild the World series on YouTube. So far, they posted step-by-step videos of a three-legged table, a broken lamp, and a smashed pot.
LEGO used Pinterest to share other designs included in the campaign with fans. Designs in Pinterest include a broken plate, a broken cup, a broken magazine rack, and a small table split in two.
The company also uses Instagram and Facebook along with other social media channels to promote its campaigns every now and then. Make sure to follow them for more LEGO TSUGI inspiration.
Since it sends an empowering message, celebrating imperfections in the most colorful way as opposed to hiding them, the new kintsugi-themed collection has got a positive reaction globally.
You can check out LEGO's YouTube channel for a detailed look at LEGO TSUGI and more campaigns to come.