The Ask: Craft a sustainability campaign that gets empty-nesters to stop hoarding retired LEGO bricks like they’re first-edition Beanie Babies and start passing them on to kids who’ll actually use them. Nostalgia’s the bait, sustainability’s the payoff, and a new generation of builders reaps the reward. (Bonus points if it makes parents feel as good as finding out their favorite pair of jeans still fit.)

The Answer: Reposition LEGO bricks as the rare kind of magic that works backward and forward. One that builds memories when they’re clicked together and futures when they come apart.