The Drum Awards for Marketing - Entry Deadline

-d -h -min -sec

Client: Lego
Date: Nov 2021
Your Vote
Overall Rating
Opps, please vote again
6 votes

Danish toymaker Lego has released a whimsical new ad in time for the holiday season that encourages kids to rebuild and remix its products in whatever way their imagination calls for.

The spot, developed by Lego’s in-house agency, features Star Wars stormtroopers retreating from a swarm of bees, a dragon trained to put out fires rather than start them, and cacti wearing padded jackets to better facilitate a friendly hug. The action is set to a version of The Foundations’ pop classic, Build Me Up Buttercup, with new lyrics encouraging kids to embrace their creative sides.

Keen eyes will spot a range of Lego Systems sets in the ad, alongside its licensed tie-in kits – from routed First Order Stormtroopers to a flyby from the Milano, the spaceship of Marvel’s Guardians of the Galaxy.


Vice President LEGO Agency: Rasmus Juel Mygind

Head of Creation: Peter Johnson

Global Creative Lead: Lucas Reynoso Vizcaino

Global Creative Team: Leah Mababangloob, Gonzalo Torres, Carlos Ramas, Martin Rathschau, and Lucas Reynoso Vizcaino.

Sr. Global Communication Partner: Melanie Cumbo

Global Brand Strategist: Kevin Mercer

Global Communication Strategist: Ben Campbell

Global Project Manager: Malene Kallestrup

Head of Production: Charlie Cooper Henniker

Senior Lead Producer: Michael Toft Adelholm and Uffe Bryld

Senior Film production Manager: Mette Søgaard Lorenzen

Post Production Manager: Lene Williams

Sr. Content Planner: Kenneth Sanchez

Brand Global Marketing Development Team: Alero Akuya, Charlotte Lor, Lauren Charman and Victoria McElhinney

External Partners

Directors: TRAKTOR

Production Company: Stink Paris

Executive Producer: Vincent Rivier and Helene Segol

Traktor Producer: Richard Ulfvengren

Service Company: 247xRadioaktive -Monika Urbańska, Maria Mazurczak and Anita Kozłowska

Cinematographer: Matyas Erdely

Production Designer: Agustin Moreaux

Art Director: Paweł Dąbrowski

Costume Designer: Pati Fitzet

Post Production: MPC - Anandi Peiris, Solomon Tiigah, Fabian Frank, Kamen Markov and Jean-Clement Soret

Edit: Final Cut - Ryan Beck

Music: Finger Music - Clare McGrath and Craig Brown

Sound Design: Machine - Matej Oreskovic, Ghazal Zargar Elahi, Alex Bingham and Ben Gulvin