The Lego Group has lent a fantastical makeover to seven prominent UK landmarks as part of its global ‘Rebuild the World’ campaign.
Children were let loose at sites including the Shaftesbury Memorial Fountain at London’s Piccadilly Circus, where lego sharks can now be spotted lying in the waters. In Birmingham, a bronze Bull statue now sports a surrealist rainbow mane and a pair of ruby red lips while a Lighthouse in Cardiff’s Roath Park has an absurd addition in the form of a giant octopus leg.
Marius Lang, head of marketing UK and Ireland at The Lego Group commented: “We believe that children are born with natural creative ability. They see the world from a unique perspective and have the power to reinvent the world, identifying new solutions and ideas that will shape the future.
"To bring these children’s dream rebuilds to life on some of our nation’s most famous landmarks is hugely exciting and celebrate what Rebuild the World is all about – creative resilience and inspiration from the next generation of builders, seeing the world through children’s eyes using the Lego system in play.”
To accompany the real-world interventions Lego will screen its first live-action ad depicting a white rabbit navigating the boundary between imagination and reality.
The campaign has been inspired by a desire to inspire creativity among young people following a report from the World Economic Forum that creativity is one of the top three skills which will be required from 2020.
Rebuild the World is Lego's biggest global campaign to date. The Drum spoke to the head of Lego's agency Rémi Marcelli about how the work came to fruition with the help of ad agency BETC.