Client: the LEGO Group and OLA
For decades, the LEGO Group has championed female creativity by challenging stereotypes and amplifying girls’ voices, to ensure they can see themselves as confident creators and builders of the world around them. In 2025, a global partnership with TIME marked a bold step forward, launching Girls of the Year, TIME’s first global list dedicated to girls, spotlighting their potential and signalling a shift in recognising girls’ creative influence. The initiative is an extension of the LEGO Group’s She Built That campaign launched in 2025, challenging outdated stereotypes limiting girls' potential, and empowering them to see themselves as builders. At the heart of the campaign was an animated TIME digital cover created with TIME Studios, reimagining each Girls of the Year honouree as a LEGO ® minifigure. Designed by Our LEGO Agency in partnership with the girls, the animation brought their achievements to life through play. Soundtracked by "She Built That” a re-imagination of RUN DMC’s “It’s Like That”, the film added emotional momentum and reinforced the message that girls deserve to be seen and celebrated. From the UK, where Rebecca Young was recognised for her solar powered blanket, to the US, where Naomi DeBerry was celebrated for her semi autobiographical story on kidney transplants, the campaign sparked global attention and positive cultural conversation. By combining the LEGO Group’s advocacy for girl’s creativity with TIME’s cultural influence, Girls of the Year challenged who gets recognised and remembered, elevating female creativity and reinforcing the LEGO Group’s commitment to girl’s confidence and potential.
