Lego Wants To ‘Rebuild The World’ In First Global Brand Campaign For 30 Years

Lego is urging the next generation to “rebuild the world” in the tagline of its first global brand campaign for 30 years.

While the iconic toy company is no stranger to advertising—and could be said to have created the mother of all of branded content franchises with the “Lego Movie” series—it is hoping the new campaign will extend its appeal “beyond” the toy industry and get consumers thinking about it as a brand that stands for creativity, resilience, problem-solving and making the world a better place.

“We see our role as a global force that can inspire creativity,” says Remi Marcelli, senior vice president, head of the company’s in-house creative agency the Lego Agency, which briefed Paris-based BETC to create the campaign 18 months ago. He describes the campaign as the brand’s “most ambitious” to date: “We have proven ourselves in the toy industry and now it’s about more than toys.

The aim, he says, is to appeal to people who “respect Lego but who don’t necessarily value it as a creative experience” while at the same time creating something “never seen before” that will impress fans of the brand.

The campaign kicks off with a TV spot, directed by Super Bowl veterans Traktor, in the form of a madcap romp about a rabbit trying to escape from a hunter. It starts as a blend of CGI and live action, with a chase through a colorful world involving fire-breathing dragons, flying cars, cops, toboggans and more. ..…[Read More]