“Let’s not forget that the world of tomorrow will be invented by the children of today.”
That message is the foundation for Lego’s new global brand campaign, Rebuild The World, by BETC and the Lego Agency, the first collaboration between the two.
“Rebuild The World celebrates the power of creativity and its capacity to change the world. Lego play invites us to cultivate the creativity of our children as an essential skill to grow in an ever-changing environment. It allows them to build and rebuild infinitely, imagining creative solutions, wild stories and new worlds,” the brand stated.
The campaign is about the possibilities inherent in imagination and how Lego enables that imagination to explore. The hero film is, therefore, a wild adventure in creative thinking (and creative problem solving) – a world that a child playing with Lego could create and a film that inspires parents to allow childhood imagination to develop. Every character, animal and vehicle is based on an existing or past Lego toy, so heads spin 360 degrees, everyday objects are outsized, and a boat can suddenly fly with a little help from a palm tree. Easter eggs dotted throughout the film span the generations – wooden Lego duck toy, a life-size replica of the Lego House in Billund, for example. The film soundtrack was composed by electro-musicians and composers, Flavien Berger and JACQUES. The special effects are by Mikros MPC.
Rémi Babinet, BETC founder and creative director, stated. “Rebuild The World is a claim that carries a universal value and topicality today. Playing with LEGO® bricks combines the possibility to rebuild the currently existing as well as the opportunity to invent something never seen before, offers an infinite tool for children to play and imagine the world. If building is creating, then rebuilding is unlimited creativity and optimism.”
The full campaign is running in big screen cinema, events and traditional and digital out of home. The film is running in 103-, 90-, 60- and 30-second versions, which will run on broadcast and in cinemas, digital out of home in major cities such as London, Paris, Beijing, Mexico City, Berlin, San Francisco and New York and social media channels.
Julia Goldin, chief marketing officer, the Lego Group commented, “Rebuild The World is all about seeing where imagination takes us and celebrating the natural creativity of children. We want to encourage and help kids around the world to develop and retain these skills as they grow older. With this campaign, we want to inspire people of all ages to unleash their creativity to create a world of infinite possibilities through Lego play.”
Rémi Marcelli, senior vice president, head of The Lego Agency, added, “Rebuild The World is our most ambitious global brand campaign to date. It’s the result of a unique collaboration between our talented LEGO Agency and BETC Paris, which led to a perfect balance: the campaign is a new, modern expression of the true, deep foundations of the Lego brand. It is a playful interpretation of our mission to inspire and develop the builders of tomorrow.”
Credits:
Client: Lego
Client Management: Julia Goldin, Michael Moynihan, David Hall & Kristofer Alan Crockett
Lego In House Agency: Rémi Marcelli, Vivi K. Schlägelberger, Lucas Reynoso Vizcaino, Lotte Baek Stokholm, Ryan Cooper-Brown, Christian Myhre Nygaard, Genevieve Capa Cruz
& Leah Juaymah Mababangloob
Agency: BETC
Agency Management: Dominique Verot, Isabelle Picot, Benjamin Merllié, Thomas Gracia & Leslie Adam
Executive Creative Director: Rémi Babinet
Creative Directors: Agnès Cavard & Valérie Chidlovsky
Assistant Art Director: Marie Salce
Music Creative Director: Christophe Caurret
Strategic Planning: Ghita Lemhandez
Engagement Planner: Donya Bouzarjomehri
Traffic: Laetitia Monnoir
Rights Negotiation: Mathilde Brie
Creative Producer: Frédéric Genest
Production Company: Stink
Directors: Traktor
DoP: Hoyte Van Hoytema
Set Designer: Nick Foley-Oates
Wardrobe Artist: Liz Botes
Post Production Company: Mikros MPC
Sound Production: Gum & Pop Records
Song Name: Le + Go
Composers: Flavien Berger & Jacques Auberger
Rebuild The World – OOH & DOOH
Creative Teams: Agnès Cavard & Valérie Chidlovsky, Marie Salce & Kim Dongheum, Agnès Cavard & Valérie Chidlovsky, Nicolas Amiard & Arthur Cieutat, Romain Ducos & Chrystel Jung,
Landry Stark & Pascal André
Art Buying: Isabelle Mocq & Lola Burban
Producer: Charlene Douville
Production Company: General Pop
Photographer: Olle Bengtsson
Post Production Company: Les Demons
