Lego is the creative solution to a knight's quest in brand's playful ad

Published On
Nov 08, 2021


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.

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.

“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.






Nov 08, 2021
Production Company :
Stink Films
Client :
Vice President :
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
Director :
Traktor Traktor

Need a credit fix? Contact the Creativity Editors

Project Type