A new playful Holiday campaign from the Lego Group celebrates the magic of the everyday as experienced by children through Lego play. The campaign showcases families coming together and experiencing the joyful, humorous adventures that children create and explore as they build, unbuild and rebuild with Lego products.
The new creative is part of the company’s Rebuild the World brand campaign. It journeys through a whimsical adventure created by families building and playing together in a world that only Lego play could create. Every story, animal and vehicle in the fun-filled celebration of children’s creativity is based on existing Lego products; princess knights calm dragons, astronauts celebrate their marriage with dinosaurs and giant chicken, and a Star Wars AT-AT takes a nap mid-crusade.
The playful storyline is set to a bespoke reimagining of ‘What a Wonderful World’ remastered to celebrate the optimistic outlook of children. The instrumental was recorded with the City of Prague Philharmonic Orchestra.
The holiday campaign was created by the Lego Group’s internal agency, the Lego Agency. The fully integrated global campaign will run across a variety of channels including TV, digital, Spotify, out of home, e-commerce channels and in Lego stores.
The LEGO Agency
Senior Vice President LEGO Agency: Remi Marcelli
Head of Creation: Peter Johnson
Global Creative Lead: Lucas Reynoso Vizcaino
Global Creative Team: Lucas Reynoso Vizcaino, Leah Juaymah Mababangloob, Gonzalo Torres Arce and Julie Koch.
Global Sr. Communications Partner: Sanziana Fanica
Global Sr. Strategist: Kevin Patrick Mercer
Global Sr. Project Manager: Lotte Bæk Stokholm
Head of Production: Charlie Cooper Henniker
Producer: Uffe Bryld
Post Production Manager: Lene Williams
Production coordinator: Margrethe Kristiansen
Post Production Specialist: Anne-Dorte Kristiansen
Sr. Production Manager: Mette Søgaard Lorenzen
Sr. Digital Content Manger: Kenneth Sanchez
Animation: Patrick Greve Hansen
Client responsible: Michael Moynihan, David Hall, Charlotte Lor.
Directors: THE BOBBSEY TWINS FROM HOMICIDE
Production Company: BLINK
Executive Producer: Patrick Craig
Producer: Fran Thompson
Production Manager UK: Ellie Britton
Cinematographer: Justin Brown
Production Designer: Henry Boraros
Post Production: Framestore London
Post Producer: Sian jenkins
Post Supervisor 3d: Jules Janaud
Post Supervisor 2d: Christian Baker
Colourist: Simon Bourne
Edit house: Stitch editing (Leo King)
Music Supervision: Wake the Town
Music Supervisor: Dominic Bastyra
Music Composer: Simon Gwilliam
Sound Design: 750 mph
Sound Designer: Sam Ashwell
Service Company Prague: Unit + Sofa
Production Manager: Marketa Husecka