For years NASA has been running a program called “The Classroom of the Future” to see what inspires kids. They teamed up with LEGO to teach them how to build robotic models. This program is so great they have many celebrities “Who Build” including Matthew Broderick, Larry Page (co-Founder of Google) and many more.This is a great campaign that uses this partnership in a really clever way. It is obviously quite aged but has resurfaced recently. Smart.
Lego builders of tomorrow: http://www.legobuildersoftomorrow.com/who.html