Lego is the creative solution to a knight's quest in brand's playful ad
New campaign with Traktor-directed spot continues 'Rebuild the World' theme
Editor's Pick
Lego continues its “Rebuild the world” campaign with new global work including a playful spot in which kids’ creativity intervenes in a story to help a knight to cross a river.
The new ad, directed by Traktor for Lego’s in-house creative agency, sees the knight trying out several different ways to traverse the river, helped by villagers. His suit of armor makes him too heavy for a wooden boat, a jet-pack and a slingshot, so the community gets together to build a bridge out of multiple objects. Even that collapses, but at that point we see the kids who have created this world come up with another solution—and finally the knight achieves his objective, which is to play on a seesaw with a bear.
Like previous work, the spot is inspired by the creative and unexpected worlds that kids come up with and the idea that any piece of Lego can play a part in a story. It also upholds the ongoing theme that the younger generation make the world a better place. The hero film is accompanied by a number of short, humorous clips (below) that depict the different ways Lego can be used to overcome barriers and reunite old friends; for example, one shows a hippo looking longingly at birds flying in the sky before he’s given wings to join them. Another features a pig who wants to see eye to eye with a giraffe; the builders just add bricks to make him higher.
“We remain in awe of the creativity, optimism and resilience that children show every day—and how, through play, they can develop the essential life skills not only to imagine, but to create, a brighter future,” said Lego Group Chief Product and Marketing Officer Julia Goldin, in a statement. “The Rebuild the World campaign is a celebration of this and provides a showcase for the inspiration that we can all get from coming together and collaborating creatively to overcome challenges.”
The campaign is running in 20 countries, on TV, digital, out-of-home, Spotify, e-commerce channels and more. It will be supported by a creator campaign, as well as events and activations in different markets.
Credits
- Date
- Sep 20, 2021
- Client :
- Lego
- Director :
- Traktor Traktor
- Production Company :
- Stink Films
- Vice President LEGO Agency :
- Rasmus Juel Mygind
- Head of Creation :
- Pete Johnson
- Global Creative Lead :
- Lucas Reynoso Vizcaino
- Global Creative Team :
- Jon Wicks
- Global Creative Team :
- Anstice Murray
- Global Creative Team :
- Lucas Reynoso Vizcaino
- Global Sr. Communications Partner :
- Maria Sanziana Fanica
- Global Strategist Director :
- Kevin Mercer
- Global Sr. Project Manager :
- Preben Jespersen
- Global Sr. Project Manager :
- Malene Kallestrup
- Head of Production :
- Charlie Cooper Henniker
- Senior Lead Producer :
- Uffe Bryld
- Senior Film Production Manager :
- Mette Søgaard Lorenzen
- Post Production Manager :
- Lene Williams
- Sr. Digital Content Manager :
- Kenneth Sanchez
- Vice President :
- Alero Dawn Akuya
- Senior Director :
- David Hall
- Director :
- Kristofer Alan Crockett
- Sr. Project Manager :
- Lauren Charman
- Director :
- Traktor
- Production Company :
- Stink Paris
- Executive Producer :
- Vincent Rivier
- Executive Producer :
- Helene Segol
- Producer :
- Richard Ulfvengren
- Service Company :
- 247
- Service Company :
- Radioaktive Film
- Executive Producer :
- Monika Urbańska
- Producer :
- Maria Mazurczak
- Production Manager :
- Anita Kozłowska
- Cinematographer :
- Matyas Erdely
- Production Designer :
- Agustin Moreaux
- Art Director :
- Paweł Dąbrowski
- Costume Designer :
- Pati Fitzet
- Post Production :
- MPC
- Post Producer :
- Anandi Peiris
- Post Producer :
- Solomon Tiigah
- Post Supervisor 3d :
- Fabian Frank
- Post Supervisor 2d :
- Kamen Markov
- Colorist :
- Jean-Clement Soret
- Edit House :
- Final Cut
- Editor :
- Ryan Beck
- Music Supervision :
- Finger Music
- Music Producer :
- Clare McGrath
- Music Composer :
- Craig Brown
- Sound Design :
- Machine
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