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.