Lego has just unveiled its biggest campaign in 30 years, focused on how its humble brick can help kids ‘Rebuild the World’. However, instead of doing it all in-house, its internal creative shop cherry-picked BETC to partner on the push.
‘Rebuild the World’, Lego’s most significant global brand campaign since the 90s, which was created by BETC in collaboration with The Lego Agency.
Ultimately, the push seeks to position the toy as something that can strengthen creative resilience and problem-solving capabilities in kids – an idea originally floated by BETC in a world where children are more likely to pick up an iPad than open a toybox.
Underpinned by bold, playful creative that will run across TV, online, OOH and cinema, Marcelli describes the campaign as “a new, modern expression of the true, deep foundations” of the brand, and the “perfect interpretation” of its mission to inspire future generations.
At the heart of the drive is a film directed by Traktor Creative, a duo who have previously worked with The Prodigy and Madonna, which shows what the world would look like if it obeyed the rules of Lego play.
The video follows the chase between a clever rabbit and an unlucky hunter with meticulous attention to detail; every character, animal and vehicle shown in the live-action spot is based on an existing or past Lego toy.
The Lego Agency